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"Xoogler" is a new one for me. I went looking for a company called "Xoogle.com" and wondering why anyone would pick a name so close to Google.

"Ex-Googler" seems to have been serving its purpose well.

Yeah, it's pretty confusing, I thought Xoogler meant someone working at Google X.

It's a long-existing term. You can find Xoogler groups on places like Facebook. Google also use the term noogler for new employees.