The restructuring announcement caused Google shares to jump five percent.

The newly created firm will house Google’s main businesses, including its search engine unit, mapping and YouTube. “We do all of our business online, and Google could really affect us”, said Jennifer Blakeley, who in 2008 registered Alphabet Photography as an online retail store selling printed photos of buildings and natural formations that look like letters.

Alphabet will not be taking over any of Google’s internet-centric companies at all.

But key in www.alphabet.com into your browser (if you can get in, site could be down from unprecedented traffic) and you’ll find that an unrelated business already owns the domain – it’s a business fleet management company, and it’s owned by BMW. Alphabet will also include Google’s advanced X labs, which handles projects like Google’s self-driving cars and Wi-Fi balloons.

“This new structure will allow us to keep tremendous focus on the extraordinary opportunities we have inside of Google“. Co-founder Sergey Brin will serve as President of Alphabet and Google’s new CEO will be former Android head Sundar Pichai. However, those shares will still trade as GOOGL and GOOG on NASDAQ.

On Monday, Google announced the creation of a new company – Alphabet – to rule over Google and its various offspring.

“I think the idea is that increased transparency will allow the company (and investors) to hold executives more accountable”, Sebastian said via email. “Alphabet is about businesses prospering through strong leaders and independence”, said Page in his blog post.

Going back to Alphabet, Page described it as a collection of companies with Google as the largest, focusing on internet products. Between $3 billion and $5 billion in noncore costs could be removed from the core business and moved to Alphabet, Cowen and Co. analyst John Blackledge said in a research report Tuesday.

“Maybe it’s better to sort them out a bit and make it clearer which ones are bringing in the bacon, which ones are science projects, and which ones are long-term bets”.

Instead of spending their days on the necessary, but now tiresome, stuff of making sure Google stays number one in search, Internet advertising, and mobile operating systems, they’re trying to create technologies beyond our current grasp.