. >> here to help us understand what's going on in the online travel business is jen o'neil, ceo of tripping.com. traffic is up 3,000% year over year. she just got 16 million in series b funding. so people have gotten used to this online travel agency sort of thing. i don't think i can be bothered to go to lufthansa specifically. how are they ever going to get me away from expedia? >> so what lufthansa is trying to do is charge you a fee if you book somewhere else. >> why would i go to lufthansa? then i'd have to go to british air. >> exactly. >> can they possibly do that? >> they're trying. >> couldn't you just go to like a meta site like hipmonk and find the deal you want on lufthansa and you're like, no, i need to go to the lufthansa site. >> that could be a danger for hipmonk because they're not going to get the booking. >> exactly. it depends on the industry, but overall for consumer, meta search is just better. i think consumers will still continue to go to meta search sites, to otas. >> define meta search. >> it's similar to an online travel agency. it's not a merchant of records. what we