TripAdvisor's foray - US and now the UK- into flight metasearch appears to have triggered plenty of musing by executives and pundits alike.
According to Bryan Salzburg, general manager of initiatives, TripAdvisor is finally becoming the more general travel portal it always wanted (perhaps needs?) to be.
Salzburg stresses that the business model for its hotel review section "will not be re-invented any time soon", dampening any suggestions that a hotel metasearch could be configured along similar lines to its new flight engine.
However, where the conversation gets interesting is when Salzburg turns to how the flight metasearch channel could be enhanced with what TripAdvisor is still most famous for - reviews.
TripAdvisor currently embeds a widget with information and other content from its stablemate Seatguru.
But this, it appears, could change if the brains in Massachusetts decide a way of integrating flight review content into the system.
"User generated content is so important to us," says Salzburg. "Over the long-haul we would like to continue to have their voice within the air product."
This is a tantalising prospect. And Salzburg is saying no more for the time being.
But would this include a fully-blown rating and review system of airlines, airports, check-in facilities, cabin-crew, entertainment and other areas of the flight experience?
And how would such a project be viewed by the airlines - many of whom would be TA advertisers.