So the thing to understand here is that it's a two sided business. On one side the you're serving the consumer who wants price comparison of loans, mortgages, c

So the thing to understand here is that it's a two sided business. On one side the you're serving the consumer who wants price comparison of loans, mortgages, credit cards, insurance, etc and on the other side are financial services that want leads and are willing to pay for them. In essence, a two sided marketplace. In many ways we weren't different, we provided the same services as the others. On the flip side, we were faster to release new products, integrate with financial service providers and we had a variety of business models that our partners preferred. When the financial crisis hit in 2007 we pivoted the model to include affiliate partnering which meant price comparison under our partners brands. Our competitors weren't really offering that. And that's actually one of the reasons Google acquired us, they wanted the contracts, the relationships, the partners and they wanted to use their own Google brand.