It was Facebook's turn at this year's PhoCusWright Conference to come up with the polarising presentation of the week.
In 2012 it was Brian Chesky, CEO of Airbnb, who both wowed and irritated the audience with a mixture of evangelising about the sharing economy and a somewhat nonchalant attitude to existing protocols and models in the industry.
But whilst it was Google's Jeremy Wertheimer who initially set tongues wagging with his somewhat low-key opening keynote, Sam Lessin of Facebook on Thursday morning illustrated precisely why there are two distinct groups emerging in the travel industry.
Those that believe there is a future in how the world of social media intersects with travel (such as Facebook), and those who do not.
Some might argue that the difference between the two groups is based on age and position (Gen-Yers not in C-Level jobs versus everyone else), but that is too simplistic.
Besides, Orbitz CEO Barney Harford tweeted it was the highlight of his week at the event in Florida.
Clip below (fast forward to 2m20s to get to the beginning) includes Q&A with Gogobot's Travis Katz and Viator's Barrie Seidenberg: