Its advisors include Expedia cofounders Rich Barton, Eric Blachford and Simon Breakwell.

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One reason Expedia founder Rich Barton was able to successfully spin the site out of Microsoft was that Expedia was irritating important travel customers.

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Also participating were existing investors including Sutter Hill Ventures, General Catalyst Partners, Concur Technologies, Felicis Ventures, and Expedia founder Rich Barton, former Expedia CEO Erik Blachford and Spencer Rascoff, CEO of Zillow.

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The marketplaces guru is also a long-time backer of Zillow cofounder Rich Barton in another startup, job review site Glassdoor, where Gurley made the critical suggestion not to spend millions on marketing and saved the company, Barton says.

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