Google is never an easy company to read, but Alphabet is even more of a head scratcher.

It appears that Google co-founders Larry Page and Sergey Brin picked the new corporate moniker before staking out any of the usual digital real-estate — domain names, social media handles or other trademark trappings — to go with it.

In a blog post entitled “G is for Google,” Page sent visitors to Abc.xyz to learn more about the new holding company, Alphabet Inc., drawing on a newer domain suffix that is far less well known than the standard .com.

The most obvious choice — Alphabet.com — is owned by German auto giant BMW, although it doesn’t appear to have done much in terms of putting up a site since registering the address in 1997.

Alphabetinc.com could be up for grabs as it was updated earlier this month through a proxy registration service that masks the identity of the true holder.

A third option, Alpha-bet.com, has been registered to ITimeMarketing in Davenport, Iowa, since 2007. Visitors to that site are redirected to Sun Palace Casino in Panama.

It could be that Google plans to stick with the unconventional abc.xyz, and if so, it could benefit from the move. Last year, Google got into the domain registration business, competing with more established services like GoDaddy.

Internet Corporation for Assigned Names and Numbers (ICANN) has expanded the number of available top-level domains — .xyz among them — as .com, .edu and .gov are in short supply.

This is good for businesses looking to register new names and for companies like Google that are in a position to profit from the landrush for new addresses.

On Facebook, the Alphabet page is also occupied by BMW, which uses it to tout an auto leasing division.

Meanwhile, the Twitter handle @alphabet belongs to Chris Andrikanich of Cleveland, Ohio, who had this to say about the sudden flurry of Alphabet-driven attention: “Well, that was an interesting way to end a Monday…”

As of Tuesday morning, the trademark name belonged to G&S Vodka, which sells a brand of gluten-free vodka under the Alphabet name.

Google’s Page said they picked the name because “it means a collection of letters that represent language, one of humanity’s most important innovations, and is the core of how we index with Google search!”

“We also like that it means alpha‑-bet (Alpha is investment return above benchmark), which we strive for!” he added.