When one of us (Walker) helped developed the idea that became Priceline.com, the challenge was to solve a decades-long problem: how could airplanes and hotels fill their last, otherwise empty and perishable rooms and seats while holding the line on the price and profitability of most bookings? Priceline’s unique “conditional purchase offer” – which allowed bidders to make low-ball offers which they were bound to honor if accepted – was an innovative solution that taught a big lesson: when underused assets are more fully exploited, everyone can win.