I believe the owner when he says they went for Groggle after discovering Grogger was taken (not sure how universal a term grog is, but strewth, I know what you mean mate).

But this description of the company from the article probably explains why Google are taking an interest (italics mine): "allowing consumers to search for the cheapest price".

Groggle sounds like Grog + Google, and the product sounds like Grog + Google. I hope this gets settled, because the name is far less important to me than the service - looking forward to its launch!