They could just use some google name that clearly implies it's not a "main" (long-term) product, eg. "Google Labs", "Google Beta", etc. too, so you clearly know

They could just use some google name that clearly implies it's not a "main" (long-term) product, eg. "Google Labs", "Google Beta", etc. too, so you clearly know that it's a "toy" that might not exist anymore very soon. If they use eg. "Aviato" brand for some new product, people will expect more... and then get burned.. again.