Froogle is Toast: Google Moving to New Navigation Capabilities

Mike Arrington sums up the Google Froogle thing in a very short post. He says “Thus ends the name Froogle as a Google brand. It was launched in 2002, never really went anywhere,..”. Basically it’s toast.  Google is working hard to retool their search business.  Google realizes that the user behavior is moving away from organic search to more of a web 2.0 version.  Listing of web pages is passe.  I am seeing new user behavior that shows a huge underserved user base growing which requires faster, simplier, and more elegant navigation – not long lists of search results.  Personally there is a big clutter problem. 

Google dominates search but they are continually under pressure on the ‘navigation’ side. 

Is organic search a commodity?  Is navigation a kink in Google’s armor?