I think you, um, nailed it with the “not everything is a nail” comment, and I for one am not surprised that they are seeing huge growth in the “But it now” service. In fact, we can see similar trends in other – big – categories. For instance, Priceline has become much more successful after their near-death experience that helped drive them to offer fixed-price travel services in addition to the auction style. When I was running marketing at Expedia, we wondered whether it would be successful, especially given that PCLN had invested so much in teaching their customers that they were an auction site, as well as the the hoo-haa about their “business system patent” or whatever. Personally, I liked their odds – they could draft on their huge reach and supplier relationships to offer “good enough” pricing without the hassle of the auction.

The flipside is that when Expedia.com in the US tried to offer auction-style pricing for flights it flat-out did not work. Now there could be lots of reasons for that, but basically Expedia customers weren't interested. Which in part led to the acquisition of Hotwire. Different problem – different solution.

- Stuart