Many companies start there, and then start competing against their licensees. Google is a great search engine for finding credit card deals, and they now reco

Many companies start there, and then start competing against their licensees. Google is a great search engine for finding credit card deals, and they now recognize that and offer their own credit card aggregation engine: https://www.google.com/advisor/uscredit https://www.google.com/advisor/uscredit Looks a lot like all of the other aggregator sites (creditcard.com, etc.) out there, right? Now, compare to CreditKarma (http://www.creditkarma.com/ http://www.creditkarma.com/) which attempts to change the process. Again, Google does great work, but I think they stop short at times when our industry really needs to be pushed. Startups can only do so much. BTW, ITA released their "matrix" front end to the world (http://matrix.itasoftware.com/ http://matrix.itasoftware.com/) around a year or so after Orbitz and others licensed it. The clicks still took you to externals to complete the purchases, but new filters and capabilities were often tested on the live ITA site before 3rd parties took advantage of them. The problem I always felt was that they were just new filters: fast, live-response, rapid return filters on very large and nasty data, to be fair, but still just filters. I enjoyed sites that added additional context to the flight experience, few though they have been. Again, thanks to both Google for organizing hairy data, and startups for doing more with the data. Glad both have room to play.