From On Startups:
hipmunk [hip-muhnk], 1. verb: To bring sexiness and simplicity into an existing industry with a fresh approach that delights people. Example: The real estate mortgage industry really sucks. Someone should hipmunk it. 2. noun: Startup funded by Y Combinator that makes it easier to find flights.
The word disruption is thrown around way too much. It’s often used to describe ideas that are not disruptive. Recently though, I’ve noticed a trend of YCombinator backed startups that follow a similar theme: Go after an industry or process that is excruciatingly painful and make it better. Sure all startups are about solving a pain point, but in the case of Hipmunk and others, the pain is chronic and unbearable.