As reported by TechCrunch on Monday, FatLens will be re-launching as TheFind in September. Siva Kumar (President & co-founder) shared the news with me over the weekend, but as you know, I’m a bit busy right now. However, Siva stopped by my office yesterday, so I wanted to share the news.

Here’s what Siva shared with me…
“The new name and branding delivers on our expanded direction – comprehensive shopping search engine covering all of the shopping categories. The new site applies all of our learning from the year-long success of our proof-of-concept FatLens event ticket search engine and moves it forward to the next level.”

The purely data feed driven sites face a challenge in providing comprehensiveness. The crawler driven sites face challenges in identifying merchants, indexing all the products from those merchants, and creating structure out of unstructured data. The CPC driven sites face challenges in breaking away from their Google Adwords/Yahoo! Search Marketing addiction and offering up a better user experience.

Yes, the shopping comparison enigne industry is 11 years old, but there’s still a lot of room for improvement. Sign up to be notified when TheFind launches.