A little humour can go a long way at travel technology conference so cue all round mirth when this image came up.
It came via Skyscanner sales and marketing boss Frank Skivington speaking at the Travel Distribution Summit Europe in London this week.
Google execs in the front row and on stage seemed to take the joke in the spirit it was meant as Skivington cited Benjamin Franklin's famous quote on the certainty of death, taxes and added Google to the mix.
One of the potential topics up for debate during the Search Update session was reducing spend with the search giant but the Skyscanner exec says companies need to focus less on Google's presence and more on innovation.
"Google is not the only show in town. Fish where the fishes are has never been more relevant."
Of course the Skivington also acknowledged the importance of the search giant in terms of driving traffic for Skyscanner.