Google has a newly created parent, a holding company that is now its official owner. Of course, Google will keep using its extremely well-known name for its core search and related businesses. But the company now operates under an entity known as Alphabet — to give its name with extension, Alphabet.xyz. Here specialists in gTLDs may be scratching their heads. Why .xyz? Why this little-known domain for one of the world's great corporations?
My theory: Google is trying its hand at a new style of inconspicuous consumption. Note that I say inconspicuous. We all know about conspicuous consumption, the drive many consumers feel to flash designer goods with accompanying logos. But a recent paper by professors Wilson, Eckhardt, and Belk entitled "The Rise of Inconspicuous Consumption” highlights an emerging consumer trend toward "discreetly marked products, subtle but distinct styles, or high-end brands that fly beneath the radar."
Read this article by Alex Tejirian at CircleId
My theory: Google is trying its hand at a new style of inconspicuous consumption. Note that I say inconspicuous. We all know about conspicuous consumption, the drive many consumers feel to flash designer goods with accompanying logos. But a recent paper by professors Wilson, Eckhardt, and Belk entitled "The Rise of Inconspicuous Consumption” highlights an emerging consumer trend toward "discreetly marked products, subtle but distinct styles, or high-end brands that fly beneath the radar."
Read this article by Alex Tejirian at CircleId