Something I never understood is why not create new products under a different brand name (something not Google associated), try the idea out, and they end up wo

Something I never understood is why not create new products under a different brand name (something not Google associated), try the idea out, and they end up working move them under the Google brand. I feel that would allow the company to continue to experiment with product ideas without damaging their main brand image. Or is that just a naïve take from somewhere who knows nothing about branding and marketing?