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The fact that the share price has held up since the IPO is in part a reflection of Priceline expanding into other areas of business. Hotel rooms, mortgages, cars and groceries have fulfilled Walker's belief that a customer-driven, name-your-price business model can be adopted to a whole range of goods and services:

'Priceline was never about the airline industry. We are about excess supply and pricing. The patent does not speak to airlines at all. The patent speaks to commerce, to a whole pricing system. We are not an airline- specific solution - it was just the first thing we chose to price.


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