There are many aspects of the TripAdvisor story which are well known - the fact that CEO Steve Kaufer co-founded the business above a pizza shop.
Or that fellow founder Langley Steinert now runs a car shopping metasearch site (CarGurus).
Another is that the very first review on the site was about a property on Cape Cod, just a few dozen miles from where the company was based in Massachusetts.
But perhaps less known is how the vision for the hotel review platform was originally as a B2B service to be sold to intermediaries.
The wonderful irony there being that so many consumer-facing startups nowadays eventually have to turn to B2B because they fail to get any significant traction because of the likes of TripAdvisor sucking up traffic.
Still, let's face it, as TripAdvisor celebrates 15 years in business, very few companies genuinely warrant the attention the company is getting at the moment.
The now well-known story of how the company has grown from its humble origins to the omnipresent brand it has become in the industry is astonishing.
Still, some argue that the TripAdvisor of more recent years is the most interesting aspect.
How it has essentially moved (it would never say "pivot") from being a hub for user generated content for hotel reviews to having its fingers in many pies.
Hotel metasearch is the obvious big one, but there is the rarely talked about flight platform, tours and activities,
Probably rightly, TripAdvisor is pulling out the stops to remind everyone how big it has become (and where its potential still probably lies).
Not least with the obligatory infographic: