You’ve no doubt heard that Google has rearranged the deck chairs to reorganize the company.  The general idea is that Google is establishing a holding company titled “Alphabet”–please resist the urge to point out that Google now owns the alphabet.  What underlies the restructuring is that Google has essentially succeeded in its initial business play to organize the world’s information whether the world likes it or not.  Now Google is setting about commoditizing all of it.  Not just music, books, movies, television programming.

All of it.

With the European Commission breathing down their necks in what appears to be a vigorous antitrust indictment, one can’t help noticing that breaking up Google will be that much simpler after the Alphabet reorganization than before.  So while the spin that Google is putting on the reorganization is that of confidently going a new direction into the future, there may actually be greater uncertainty…