content: Thats what they want.  Do you think the owners of the pizza hut and kfc brands want you going around calling their stores Yum Brand Stores?  Alphabet is just the name that they are using to monopolize, google is still google.  Just like you don't call kraft and heinz, berkshire hathaway. The times, new york journal, 21ts century fox and a bunch of other news outlets are not called Murdoch News.   [Time Warner rant section, lol there are so many examples]. This is just an umbrella corporation for monopolization, and monopolization is actually anti-american when you read the writings of our founding fathers.  Somewhere along the line though money became more important to politicians and they took away the protections from monopolization and then they gave corporations the same rights as people :(