Page, who all along has been part of the triumvirate behind Google's success that also included Schmidt and co-founder Sergey Brin, is making it clear that he's in charge. Some, though, wonder why Page would shake things up at a company that has achieved such wild success.

Rob Enderle, an analyst with the Enderle Group, said Google is in need of a big switch up.

"The firm lacks focus. Its brand is suffering from a long list of crappy products, and it's still largely living off that first big idea which probably won't last," he explained. "It is actually much sicker than its revenue, which is more like an annuity at this point, represents. They needed to do this, but they need to do it well."

Enderle added he's concerned that by creating groups that report only to the top, Page is creating fiefdoms. And that, he said, could lead to trouble.

"It can fragment the company into warring groups, which eventually could kill the company," he said. "Done right, however, the approach is similar to what successful military organizations do and it is a textbook MBA approach to managing a large company ... The approach is very powerful if done right, but Google has a history of learning by doing and execution could be a problem here as well."