If your point is "that's the same thing", it's not, see elsewhere in this subtree. If your point is "that would be clearer", I agree; if the WSJ's standards for prose in reporting meant that they put stock ticker names in the headline, I'd guess that they would have (I don't recall ever seeing them do so before). But consistency, in technical publications, is generally valued. The name of the company in which readers hold stock is "Alphabet"--therefore, call it Alphabet.