Google's punning department suffered a blow today, when the powers that be in Mountain View decided that Froogle, the giant's damp squib shopping comparison site, should have a less silly name.

It'll henceforth be known by the more anodyne corporate monicker Google Product Search.

Froogle launched in 2002, but the link from the Google front page was removed last year after the service received a cool reception.

Google has apparently realised that people just search for what they want from the main page, but Google Product Search will still be available for those who want it. The firm's shopping talons are now pointed at PayPal, with a big push for payments service Google Checkout.

Marissa Mayer, Google's vice president of search product and user experience, said she didn't think the Froogle pun was obvious enough. Her eulogy to Froogle is here.

If Google's punning department needs training, The Register's world-leading agile wordplay boutique would like to make its services available on a per hour consultancy basis. Examples of its award-winning work are here. ®