I think they are cool enough that they will get enough funding to be able to compete with the big players. But that is precisely my point, they aren't different

I think they are cool enough that they will get enough funding to be able to compete with the big players. But that is precisely my point, they aren't different enough that they will attract organic traffic from people saying 'wow, my kayak experience was truly awful, let me try an alternative service'. They are better, so perhaps a gradual migration will occur, but yes, I think with the product they have not being different enough, they need to pursue some aggressive advertising etc.