steve coffer, the company's president and ceo, tell us us the values that stay at the forefront of innovation. >> innovation is doing something new that others hadn't done before. it's saying wow, great idea or a great new thing. and it's hard to invent. it invokes a, wow! as opposed to that's nice. if you think what a traveler used to do they would go to a travel agent. because that was the source of information. the travel agent would then convince them this was a place to go or that was a good place to stay. along comes trip advisor. and now it is not trip advisor giving you add vice it's the 200 million reviews and opinions that our site has collected from millions and millions of travelers all over the globe that will tell you up-to-date information about anywhere you want to go anywhere you want to stay. this is the informal motto of the company. we find it works really well for us. and a bunch of the stuff we tried doesn't work. we put something on the site and nobody clicks on it. far better for me to learn on the website now than in a focus group that may or may not reflect actual co