The internet has done a fantastic job of creating efficient markets that reduce the friction of geography, discovery and trust to connect buyers and sellers in meaningful numbers. From eBay and Half.com to Etsy and the advertising technology world, the web is full of large markets made more efficient with structured data and transparency. However, the friction of geography inherent in services that require face-to-face interaction, the higher trust hurdle demanded by consumers in this environment and the conflict between search algorithms and provider scale in these fractured markets has turned close to 16 million individual service providers into a mess on the web.