we begin with jeremy stoppelman, the former vice president of pay pal, and co-founder of yelp.re did the name yelp come from? >> yeah, we set out to create just this new internet site to finding new businesses. what would be a good name for that? what about yelp. it's like help, it's like yellow pages, and it's memorable. i had a bad idea. >> what was that? >> yocal. just a terrible name. it could be misspelled. but i thought being smart with y yockal. >> gavin: is it true that you were sick and you wanted the qualification of a good story. is this the origins of yelp. >> yes, i did come back to san francisco, and i was trying to help start new internet companies. i was in a little incubator space. i spent time brain storming, and through the course of that i got sick. i just wanted to go see a general practitioner. i turned to google, doctors in san francisco, hoping to find someone talking about a really good doctor. i really didn't find anything helpful. i ended up on insurance website and in a wasn't what i was looking for. that crystallized to me that there was a problem.