According to Page at least [1], it was partially due to how 'alpha' is used in the trading world - to denote active returns, ie. returns above a benchmark [1]

According to Page at least [1], it was partially due to how 'alpha' is used in the trading world - to denote active returns, ie. returns above a benchmark [1] http://uk.businessinsider.com/why-googles-new-name-is-alphabet-2015-8 http://uk.businessinsider.com/why-googles-new-name-is-alphab...