Are Challenger Brands Making It Their Way In?

Social sites and social media are becoming a great source for inspiration. Are new brands, maybe little challenger brands that are coming up in the space or using social as a way to sort of steal share? I think one of the things that's really interesting about these challenger brands is they're really kind of tech first. We see that in travel industry, but we see that across all industries as well,. That you just have that much closer connection with the consumer.