There is a competitive advantage for startups that embrace this. Hipmunk gets a lot of their user experience love by eliminating the single digit content proble

There is a competitive advantage for startups that embrace this. Hipmunk gets a lot of their user experience love by eliminating the single digit content problem that Stephen describes here vs. Expedia, Travelocity, etc. They even have a slide that illustrates the wasted space on competitor sites with color boxes.