Offer Lab: Why Collaboration Beats Competition in Online Business | #Sales - Ep. 67

Summary

The Russell Brunson Show

Episode 67: Offer Lab: Why Collaboration Beats Competition in Online Business

Host: Russell Brunson
Date: September 3, 2025

---

Episode Overview

In this deeply personal and unscripted episode, Russell Brunson introduces listeners to the foundational ideas and emotional journey behind OfferLab, his new platform designed to revive the spirit of collaboration in the online business community. Russell contrasts the early, collaborative days of ClickFunnels with today’s highly competitive, siloed marketplace, and shares his vision for restoring unity and multiplying success through OfferLab. He opens up about his disappointments with the industry’s fragmentation and explains why building together—rather than competing—is the key to sustainable growth and fulfillment for entrepreneurs.

---

Key Discussion Points & Insights

1. The Origins of OfferLab & The Need for Change

• Russell reflects on ClickFunnels’ beginnings and the shift from collaboration to competition:

  • When ClickFunnels started, there were just a handful of passionate innovators—what would become the Funnel Hacker community—working together and celebrating each other’s wins.
  • As the industry grew, so did the number of competitors, many of whom were previous students or award-winners from within Russell’s own community.
  • This proliferation led to an “arms race,” with software companies racing to add features and drop prices, fragmenting the space and isolating entrepreneurs.

• Key Quote:

  “We created this global movement…and then over the last couple years, it’s shifted. We went from being the only ones, to everyone competing.”
  (Russell, 07:00)

2. The Loneliness of Modern Digital Entrepreneurship

• How Competition Isolates Entrepreneurs:

  • The collaborative energy that once defined the Funnel Hacker movement has “slipped through [Russell’s] fingers.”
  • The drive to protect one’s “customers and offers” has left business owners feeling isolated, with no one willing to speak honestly about their struggles—particularly shrinking profit margins due to platform ad costs.

• Key Quote:

  “We are all suffering together, but no one’s talking about it. You can admit it. I’m admitting it. It’s hard. Our margins went from 50% to 40% to 30% to 20%...now we’re negative up front.”
  (Russell, 10:48)

3. The Spark and Mission of OfferLab

• Pivoting from ‘Better Features’ to ‘A Better Industry’:

  • The initial concept for OfferLab emerged from a late-night discussion with Todd Dickerson: instead of another feature war, what about a “new opportunity” and a new way to unify the entrepreneur community?
  • The focus shifted from building a technical edge to building a shared marketplace where entrepreneurs—regardless of platform—could plug in their offers and collaborate seamlessly.

• Collaboration Over Competition:

  • The vision was to create a space where people aren’t limited by their choice of tools or platforms, but can easily “bring everyone back together”—fostering partnerships rather than rivalry.

• Key Quote:

  “Instead of having us all competing…what if we did that? We put together a spot and instead of having we’re all competing…we can all start working together.”
  (Russell, 09:53)

4. Technical Breakthrough: Solving for Seamless Collaboration

• Building the Technology with Stripe:

  • Russell explains that making true collaboration work was a technical hurdle, particularly in splitting sales payments instantly between multiple collaborators, rather than relying on trust or tedious affiliate processes.
  • After extended discussions with Stripe, they developed a unique technical solution, making OfferLab the first and only platform equipped for this kind of direct, multi-offer collaboration.

• Key Quote:

  “We’re the only ones that actually have the technical capabilities to do this today…that means you can leave your silo and come back together as a community once again.”
  (Russell, 13:00)

5. Vision for the Future & Call to Action

• A Larger, More Inclusive Movement:

  • Russell recognizes his own role in fueling division by insisting users stick with ClickFunnels. He’s now committed to making Funnel Hacker identity and success platform-agnostic.
  • OfferLab rewards users for collaboration, regardless of what sales tool or platform they use, unifying the broader entrepreneurial community.

• Encouragement to Participate:

  • Russell’s call: “Bring your offers, participate in training, and use OfferLab to grow your company and your partnerships.” He paints a vivid picture of an interconnected, supportive ecosystem where “making money together” creates both profit and meaningful relationships.

• Key Quotes:

  • “It doesn’t matter what tool they’re using. We are a community…It’s not worth it. It’s boring out there. We can all make money independently, but so much more money, so much more fun to make money together.”
    (Russell, 15:14 / 16:24)

  • “Instead of giving most of our profits to Mark Zuckerberg, we can give our profits to our friends. How much better way is that?”
    (Russell, 15:02)

• Practical Next Steps:

  • Secure an OfferLab account
  • Move your offers to the platform
  • Join upcoming live trainings on how to leverage the system for growth
  • Embrace the possibilities of finding partners, building community, and sustaining your business with less dependency on paid traffic

---

Notable Quotes & Memorable Moments

• On Industry Fragmentation:

  “A year ago, I was done. I was tired. I was tired of the industry. I was tired of the separation…that community just slipped through my fingers, everything falling apart.”
  (Russell, 13:22)

• On the OfferLab Vision:

  “When you look at that, it just changes the landscape literally overnight. It goes from all of us being in silos, all of us being together once again.”
  (Russell, 16:10)

• On the Greater Purpose:

  “This video is for all of you guys, as entrepreneurs, as funnel hackers, as creators, as people who are trying to change the world. I want to do it together. I don’t want to be my own silo. It’s not worth it.”
  (Russell, 16:24)

---

Important Timestamps

• 02:41 – Russell begins the unscripted, heartfelt story behind OfferLab
• 07:00 – The rise of competition and fragmentation within the ClickFunnels community
• 10:48 – The reality of shrinking margins and entrepreneurial loneliness
• 13:00 – Technical breakthrough with Stripe: the backbone of OfferLab
• 15:02–16:24 – Redefining Funnel Hacker identity and issuing a call to collaborate
• 17:00 – Russell’s practical steps and vision for the OfferLab community

---

Conclusion

Russell Brunson’s episode is a candid, passionate appeal to online entrepreneurs, urging a shift from isolation and competition towards open collaboration. With OfferLab, he aims to restore the experience that made Funnel Hacking—and digital entrepreneurship—so exciting and rewarding, making it possible for anyone, on any platform, to thrive together. The path forward, in Russell’s eyes, is about leveraging technology to build community, not silos—a message that resonates with his characteristic blend of vision, vulnerability, and action.

---

For more, visit: offerlablaunch.com
Join the movement, participate in the training, and start collaborating to shape the future of online business—together.

Transcript

[A]

This episode is brought to you by Progressive Insurance. Fiscally responsible financial geniuses, monetary magicians. These are things people say about drivers who switch their car insurance to Progressive and save hundreds. Visit progressive.com to see if you could save Progressive Casualty Insurance Company and affiliates. Potential savings will vary. Not available in all states or situations.

[B]

This is the Russell Brunson Show. What's up everyone? Welcome back.

[C]

Last episode I shared with you guys, the first pre launch video from a new platform we are launching called OfferLab. I've had people say this is going to be bigger than click funnels. I have people say all sorts of crazy stuff. Video number two in the pre launch was kind of a demo so I can't really show you that one because you're listening and it would just be weird. Video number three is one that's kind of special actually. We had a whole video scripted I was going to do and if I got to go actually start filming it, I realized that like it was the wrong message. And so I told the guys, I'm like just roll the cameras, we'll see what happens. And I sat there and talked for 30 minutes or so and I was done. Like I was in tears. The guys in the room with me were in tears and it was, it was really powerful. And so I want you to hear this, this message again. Hopefully you have a chance to watch this as well. It's visually beautiful too. You see like actual footage from when we had the idea and all sorts of stuff. So anyway, but regardless, when you listen to this, I think it'll give you guys a glimpse behind the scene where my brain is, what' happening, why it's important and what I'm trying to do with the industry, what makes me sad about it today and what makes me happy about the future and the direction we're going. So I hope you guys enjoy afterwards make sure you go to offerlablaunch.com to go register when you do that or register for the event coming up this week. And then also it'll, it'll give you a free Offer Lab account and a whole bunch of other really cool things. So go to offerlablaunch.com Anyway, again this is kind of a more personal episode. I think you like it. Hopefully you like it. Hopefully you'll feel something and I can't wait to continue to serve you guys. Thanks so much for everything. And here, here we go. Offer Lab launch video number three.

[B]

Good morning.

[C]

I couldn't fall asleep last night so.

[B]

Same, same, same. Yeah, maybe we should hung out, tried to be Quiet.

[C]

I tried to turn the TV on, and I tried watch Friends and Office and more Friends.

[B]

It's like, what's wrong with my brain? We flew to Atlanta to hang out with Todd.

[C]

We have, like, a whole bunch of really big decisions to make.

[B]

Almost three years ago.

[C]

Last time I was here with Dave, we spent a week at Todd's lake house. We made a big decision to build Quick Bubbles 2.0. This is like one of those trips.

[B]

What's the plan?

[C]

Where are we going?

[B]

What's the future? Because there's so many different directions we can go.

[C]

Do we double down? Do we not?

[B]

Do we change the model? I feel like really important decisions we made. What's up, guys? Welcome to video number three. Typically, in a product launch like this, all the videos are scripted out, trying to do very certain, very important things. And we had a script for this video, and now that we're here, the script didn't feel right. And so I just wanted to talk to you guys about, honestly, why. Why did we create OfferLab? Why is this here? Why is this actually important? And I want to tell you guys a story that's probably a little vulnerable. Probably stuff I don't typically talk about externally, but will help you guys understand why I'm so passionate about this and why we're putting so much time and energy and effort into OfferLab. The idea originally for OfferLab started about a year ago. I'd flown out to Atlanta, where my business partner, Todd Dickerson, lives, and we were there trying to figure out what's next for ClickFunnels. Ten years ago, we launched the platform. And it's interesting, when you look back 10 years ago, most of you guys weren't there. You showed up at different times. Maybe you're brand new, maybe you came three years ago, maybe five years ago. You came at different times. But, like, it was different. Like, I go back in time, actually to when I got started. Like, literally, I got started. If you know my story, back when I was in. When I was in college, I just met my wife. I was trying to figure out how to support her, how to pay the bills. And I started learning how to sell stuff on the Internet. And it was the most exciting thing. I remember every day waking up, and it was just like I was treasuring. I was going out there trying to figure out, what do I sell, how do I sell it? And so what I did is instead of trying to have a product and trying to force it upon people, I went out there and I found out exactly what people were Searching for. And if there are a lot of people searching for it, I would create a product and sell it to them. That makes a lot. I was learning about offers and about autoresponders and emails and how to drive traffic. And like, it was every day was like Christmas, right? I was learning. And for me, it was like, probably the biggest phase of growth in my life up to that point. And over time, as I learned more and more got harder to find new things and harder to discover more. And like, I got to a spot when I was probably 27, 28 years old, I was just like, stuck again. I was just like, I was having success, I was making some money, but, like, I didn't. I just felt stuck, right? I was not in momentum. I didn't know what to do. About that time is when the clickfunnels story started, right? So when I met Todd Dickerson and Dylan Jones, we started building this platform, ClickFunnels with ClickFunnels launching. Then I wrote my book, Dotcom Secrets. Then we started teaching people and doing seminars and events. We started a funnel hacking live where I started sharing all these ideas with people. I saw it in their eyes, and first time they got it and they lit up and it was just like, so exciting. And that was our business. That was my life for the last decade, right? Clickfunnels was software that allowed people to move quicker. Software allowed people to have success. And then the training, the education was where we gave people al haz and gave them the ability to actually take these things they were learning and doing. And with the software, it created so many success stories. I still remember the very first time we launched a 2 comma club award. The very first event, 79 people got it. The next event was like 230 and then 500. And like, we started seeing people have success and it was just like, it was the greatest. We built this community. We all had a name. We call ourselves Funnel Hackers. We were a movement. We were people. You saw people all around the world becoming this thing. I get people messaging me, sending me pictures from everywhere in the world. I was in Bali and I saw someone driving on a motorcycle with a funnel hacker shirt. I was over here working out in a gym in some other place, and people I knew were all sending me pictures. Like, we created this global movement of people, and it was the most exciting thing in the world. And then over the last couple years, it's shifted, right? You know, for a long time, we were the only ones doing this. We were teaching, we were educating. But over Time more people started learning this, having success, and more people started teaching, which was a great. I was like, this is so fun. Like, it's not just me talking about, there's tons of other people talking about funnels, and everyone's bringing their own ideas and innovations and things are getting more and more exciting. My favorite things at Funnel Hacking Live is to find people. We bring them to speak. Someone who, like, came into our world, they read a book, they learn a principle, then they would take it and they would take that one little piece and they would go super deep and they build a whole coaching program and movement around their version of my stuff or version of, like, what they were doing inside clickfunnels. It was like, it was the best. It made me so happy. But then over time, again, with the success we were having, people saw that and they started copying us. They started, you know, software started popping up. There's very similar artists. People started competing against us, and which is fine. That's what happens in any market, right? I love competition. I love those kind of things. But it went from, like, us and maybe three or four people who were doing this and talking about this to eventually, as you guys know, one of our competitors sold the white label. And instantly, overnight, we went from having four or five competitors to 100 and then 500, and then a thousand and then 2000 and 3000. And suddenly there were so many people, all with similar platforms to what we have. Okay. And for me, what was hard was not so much that, like, I love the competition. What's harder for me is that so many people who we had trained, people who came on stage who got a 2 comma club award with tears in their eyes, telling me how it changed their life, were the same ones who, you know, six months later were on their ads holding their 2 comma cup award, pitching their white label version of ClickFunnels. And it, like, broke my heart to a spot where I honestly was like, I don't even want to. I don't want to serve this audience anymore. Because when I do, they come in and then they take some information and they leave. And it was really frustrating. So when I go to. A year ago, I fly out to Atlanta to spend time with Todd and with our team and figure out what's next for ClickFunnels. I was in a pretty dark spot where I didn't know. I don't know what it is. And while we're sitting there, that was. The conversation was just like, what do we do? Do we add more features and we Try to do this. What's the biggest thing? And it was like, right now it's an arms race where everyone's trying to add more features and lower cost. And it's just like, this isn't the right answer. This is what everyone's trying to do. It's just trying to make a better mousetrap. So what we teach in all of our marketing, they don't make a better mousetrap. Like, what is the new opportunity? What's something that's going to change the marketplace once again? What's something where the Funnel hackers will rise up again and say, look, I want to be part of this, this movement, this thing. And so a year ago, through Sydney Atlanta, talking, the whole conversations began with, like, how to make clickfunnels better, faster, stronger, more features, more da da. And like. And then one late night, as we're sitting there, like, what if we're looking at this wrong right now? We're all competing against each other. Everyone's fighting. It's just like this chaos. Like, the marketplace that we had built up, that everyone was together, working together, had literally become segmented, where now everybody's competing against each other. Very similar offers, very similar software, very similar everything. And it was just like, this is getting worse. This isn't fun anymore, Right? It made me, honestly, made me kind of shell up a lot of people, messaged me, like, russell, I haven't heard from you a while. Like, what's happening? I don't, like, are you still with clickfunnels? Are you still part, like, what's even happening? And that night in Atlanta, as Todd and I were talking and brainstorming, we had an idea. And at first it started like, this could be a really cool feature inside of clickfunnels. But as we kept talking about developing, if it's inside of ClickFunnels, it's just a feature. Everyone else will clone it. And then it's just another thing. I was like, if we want to create something special, it's gotta be something that doesn't further divide everybody. What's something we could create that would bring everyone back together? That was the thought. And we sat down and we started mapping out, what would that look like? What if we had this? What if we had a centralized spot that everybody in the marketplace, everyone who had ever bought Funnel Hacker in the past, could all come back and come back into this marketplace and we could all put our offers. I don't care if you sell on Go High Level or on Shopify or on Patreon, or wherever you're selling yourself, it doesn't even matter, right? But everybody could come together and everyone plugs their offers in. And it wasn't something that was divisive. Now we're trying to pull people from our software to yours or whatever. Everyone still uses whatever platform they want. It doesn't even matter to me anymore. I was like, what if we did that? We put together a spot and instead of having we're all competing against each other where we can all start working together. I don't know about your business, but my business has changed in the last 12 months. Two years, three years. Like when I got. When we launched ClickFunnels initially, it's back when Mark Zuckerberg was a good guy, right? When he was fun to work with. Like, you put up, you spend $100 in ads and you make $500 and it's like, this is insane. And everyone's having success, right? It was so fun. It was so easy. But, you know, as tech do, they start understanding their value, they start increasing things. They start putting tracking pixels so they can help you find better audiences, but also so they know exactly what you're spending, exactly what you're making. And from that, they can reverse engineer and figure out how to charge you just enough. You got enough money to keep on going, but nothing more, right? And for me, and for most of the people I know, our margin shrunk and they shrunk and they shrunk. And because we're in these different silos, everyone's all over the place. Like, we're all suffering together, but no one's talking about it, right? You can admit it. I'm admitting it. It's hard. Our margins went from 50% to 40% to 30% to 20% to 10% to. Now we're negative up front. Like, our $10,000 offer is now to front end just to cover the ad cost, create something new just to make money. Like, it's insane. Because Mark Zuckerberg, Facebook, because Google, all the ad costs have gone up so high. And so what normally happens for a lot of you guys, a lot of my friends, a lot of people I love and care about, their businesses have completely collapsed, right? They're no longer successful anymore, right? They have their audience and they're doing little things. They had to fire their employees, their teams, their staff, everything shrunk, right? Because the ad costs have gotten so high. But because we're all in these silos, we're all competing against each other. No one talks about it. What happens now, the whole mission we started 10 years ago was to free entrepreneurs so they could change the lives of the customers they've been called to serve. Now entrepreneurs are in bondage again. They can't get free, right? They're tied to ad costs. Technical stuff we figured out. But the ads, they're stuck, right? They're alone. We always say entrepreneurship is the loneliest job in the world, right? When we built the funnel Hacker Click Funnels movement, right?

[D]

We changed.

[B]

We brought everybody together into a spot, and no longer was it lonely, right? People were doing hackathons all over the country, all over the world. These things were happening. People were talking about. It was like, the most exciting time ever. Like, it was no longer weird to be an entrepreneur. It was no longer solo. Like, you had the chance to be around other people who think like you, who believe like you, who dream like you. Now it's different because I'm like, well, I can't talk to them because they're competing. We have the same thing. Like, their offers, mine, like my customers. Everyone's like, hoarding their customers. It's like, why are we doing that? And it's lonely again. And I felt lonely. So Todd and I are sitting there a year ago, it's like, how do we create something that would actually bring people together? We create a platform that everybody could bring their offers into, and that way we can still sell stuff on our own, right? You can still sell in whatever platform. I can sell in clickfunnels. You can sell in whatever you want to sell, right? But at the same time, we can take those offers, plug them into one spot where now we can start working together. And so we started thinking about, okay, that's the concept. How's it work technically? Is it possible? Is it not? And we started working on the tech and the development, and at first it was not possible. The concepts are there, but, like, we can't. The technical limitations, it's impossible to actually execute on what we're trying to do. Because the question is, like, how do we create a funnel where I put my product in the front end, I take someone else's product as upsell one, someone else's product upsell two, where it could all be in one streamlined funnel?

[C]

And.

[B]

And the money gets split instantly so that you're not waiting for people to pay you? And all the other chaos that comes with traditional affiliate marketing, we're trying to figure out how to do that. Eventually, we had a chance to actually message our reps at Stripe, and we've been lucky because we've got such a good relationship with Stripe. The ClickFunnels platform has processed over $12 billion in Stripe sales. We call them and say, this is what we're trying to do. And that's not possible. I know it's not possible. Is there some way to make this work? And went back and forth and back and forth with it. And luckily they put tons of time and energy and money into creating the platform. And so we could do this. So because that we're the only ones that can do this, right? We're the only ones that actually have the technical capabilities to do this today. That's what's so powerful, why it's so important. It's what that means for you, is that you can come and you don't have to always rely on all these other things. You can leave your silo and come back together as a community once again, where we can work with each other, we can serve each other, we can all grow together. That's the story behind OfferLab. That's why we created. That's why we're so excited. And so the reason why I didn't want to give you guys the video script we had written before, I want you to understand the reason. Okay? A year ago, I was done. I was tired. I was tired of the industry. I was tired of the separation. I spent the last years gathering a community where we were all happy together. We were all building together, all growing together. And I felt like that community just slipped through my fingers, everything falling apart. And I looked at it and realized it was my fault, right? I was one that was being the most divisive. I was saying, you have to go my way or no way. And because of that, people chose different directions and some people stuck over here and some people left. And it became the worst thing. I remember seeing a post one day, literally made me cry. Someone said, still a funnel hacker, just using a different tool. And I was like, so broken. Like. But the reality is, if I looked at it correctly, it's like, no, it doesn't matter what tool they're using. We are a community. How do I. How do I create something where we can all work together? And from that is where OfferLab came. And so if you are a funnel hacker and using any tool, it doesn't matter. Now we can all do it here in one spot. We can plug in together and we can start working together. Instead of giving most of our profits to Mark Zuckerberg, we can give our profits to our friends. How much better way is that? It's A better way to live. It's a better way to have business, more fun and something that's more sustainable. As we were putting together OfferLab, somebody had showed me a picture of the 2 comma Club Award and they were very proud. They had won1 through ClickFunnels. They were so proud. And I remember in there, in the comments, some people were talking bad about it, and I was like, why are they talking bad about it? I realized it's because they were building on a different platform. They didn't have the opportunity to even win one of these awards, right, because they couldn't. So instead of celebrating this person, celebrating a friend that they have who actually won one, they're talking trash because they don't have the ability to win one because they're using a different platform. I was like, man, if we shifted this, like, how do we shift this around? I wanted to create this where now if Anybody's publishing on OfferLab, you can win it to copy. So you can be selling on any platform. It doesn't matter as long as you're going through OfferLab or you're doing through collaboration, you can also win it to Comic Convore. You can also be part of this movement, okay? The funnel hacker, the identity, the community is encompassing of everybody who's using whatever platform. It doesn't matter. And OfferLab is how we actually work together. And that's why I'm so excited. What we've created is really unique. It's very special. And if you adopt it and play with it, it's going to change the way you do business. It's not only, I believe, going to make you more money, it's not only going to make it so that you don't spend as much money on traffic, but you're going to make some of the greatest relationships in the world, some of the greatest partnerships. When you look at that, it just changes the landscape literally overnight. It goes from all of us being in silos, all of us being together once again. And so this video is for all of you guys, as entrepreneurs, as funnel hackers, as creators, as people who are trying to change the world. I want to do it together. I don't want to be my own silo. It's not worth it. It's boring out there, right? We can all make money independently, but so much more money, so much more fun to make money together. And we can all do it here on this platform. So what does that mean for you guys? Number one, obviously, get your OfferLab account. Number two, bring your offers over and number three, I'm doing a live training. Okay. It's probably going to be happening after this video, depending when you're watching this. But jump on that training because in there we're going to give you guys the next steps. Here's how to take these concepts. This platform, how to change everything. How to use it as a tool and an asset to dramatically grow your company. How to get more people actually selling your products on the platform, but also how to make it so you're getting more traffic into your offers and your products. Right? How to find partnerships and collaborations and how to dramatically increase businesses together. I hope you guys have enjoyed the series up to this point. The next step, Obviously, get your OfferLab account, get on the live training. We're gonna take you guys to the next step. And then after that, then it's all about going in there and having fun. Okay, this is similar. I look at this like, I have friends that are stock traders and I see them, they walk into. I walk in their office and they've got a wall with like 20 different monitors. They're trading stuff and they're moving things back and forth. It's like the most exciting thing in the world, right? Like, that's what the offer like back panel is. You log in and you see all the different offers. People are messaging you to promote your contact and like this whole communication back and forth and back and forth. You guys can create the most amazing partnerships, right? You can launch these things very, very quickly. I can see you, like, finding influencers and helping them build a funnel and they launch it on their thing and in 20, 30 minutes now and money coming in for you and for them. There's so many opportunities in so many ways. I just picture all of us logging every morning to our off lab account, looking at stats, looking at numbers, going to the inbox, checking things out and then making money, making deals, finding partnerships and finding friends. That's what OfferLab is all about. Thank you guys for being part of the series. I will see you guys on live trading. More importantly, I'll see you inside of the actual platform. I hope you message me. I hope that you promote one of my offers. Hopefully I'll have a chance to put one of your offers inside of my funnels. We can all win and make money together. Thank you so much for me. I'm Todd Dickerson from the entire Offer Lab team. We're grateful for you and we cannot wait to be working together with you once again.

[D]

Mike and Alyssa are always trying to outdo each other when Alyssa got a small water bottle. Mike showed up with a 4 liter jug. When Mike started gardening, Alyssa started beekeeping.

[B]

Oh, come on.

[D]

They called a truce for their holiday and used Expedia trip planner to collaborate on all the details of their trip. Once there, Mike still did more laps around the pool.

[B]

Whatever.

[D]

You were made to outdo your holidays. We were made to help organize the competition. Expedia made to travel.