Nobody tests a nuclear bomb in the middle of the city. It’s the same in business.
When companies want to test a risky idea, they don’t attach their main brand to it. They send it out quietly, under a smaller identity.
That’s why you see announcements like “We acquired this company.” Many times, it’s not a random acquisition, it was their experiment all along. They funded it, let it grow independently, and only merged it back once it succeeded.
The strategy is simple, protect the mother brand while testing new possibilities. If the experiment fails, it dies quietly. If it succeeds, it scales under the main company.