The company isn't confirming anything yet, and it's not clear exactly when Area 120 would be open for business. Having said that, an incubator wouldn't be surprising. Google's existing attempts at fostering a startup-like culture don't always stop people from jumping ship -- just ask the ATAP team, which just lost its leader to Facebook. And in a few cases, defectors go on to found companies that directly undermine Google. Kevin Systrom, for instance, worked two years at Google before the eventual creation of Instagram and its acquisition by (you guessed it) Facebook.

The catch, as The Information notes, is that this idea nursery might not be enough. It's relatively easy to raise funds in the current Silicon Valley climate, and the freedom of going it alone may prove more tempting than Google's safety net. However, it could be worthwhile for the internet pioneer if even one big new idea stays within its walls.