The early companies who have been trying this out this have the advantage that can could post at a discount and still get added exposure.

A big shout out to the companies who recognized this discount and will be rewarded with great value: Eight Sleep, Polis, Standard Tokenization Protocol, Zimperium, Adnomi, Checkbook, EnergyHub, Apptentive, PagerDuty, BetterHalf, Power Integrations, and EverQuote plus others I may have missed.

The reason is that arguably a traditional search firm is a broker, whereas an aggregator can introduce new efficiencies. This is how disintermediation typically happens. Classic example: travel agents vs expedia.