The internet… it’s grown so big, so fast, it’s not even a formal noun anymore.

Some people know how to use it. I mean really use it. Some don’t, but recognize its utility, bribing family and friends to find files and webpages when they cannot. Some are willfully lost, and even though at some level they crave the ability to glean information from the supersystem of archival, they don’t, and interject every IT conversation with the proud exclamation that they don’t care to know anything about ‘that stuff.’

Enter <a href="http://www.kayak vytorin”>Kayak, who impressively takes on all these demographics at once with a crude but elegant solution: they say if you don’t use their site, you are a moron. They are successful in this venture. Take a look.

It’s direct, it’s funny, and it appeals to all the aforementioned groups: the type of consumer who already gets it (IT), the person who is looking to simply be directed, and the alpha boss type semi-stuck in the previous paradigm. It’s funny, tongue-and-cheek, and in the objective, if you’re going to waste, comparatively, a bunch of time driving around the internet — or worse, driving to a travel agent who is going to drive around the internet… it is seemingly less intelligent.

Sometimes the only way to break through to that unreachable demographic is to threaten the pride that prevents them from embracing change. How many people will turn away from that commercial to some aging CEO of some last-paradigm corporation and giggle, saying ‘that’s you.” No one likes being a moron. Maybe the next time the CEO is over his head in an IT conversation they will mention using Kayak because, hey, it scans from multiple sites at once.