We clearly look at this from different angles. By "captive customers", I consider that restaurants that recognize the bright future of mobile reservations must install a physical electronic reservation system that let's them efficiently and effectively manage both mobile and call-in reservations. If you've ever dealt with constantly changing reservations, in a multi-employee establishment, it's not as easy to manage as you might think. Anyway, once a "system" is installed, for which training is required, there is significant hesitation to ever change it out.
As for your downplay of OPEN's significance, this is seriously not meant as a dig, but perhaps you don't dine out as much as I do during these recessionary times. I do often favor Open Table restaurants for simplicity, as do my friends and associates. Just imagine how much restaurant traffic could grow as the recession ends?
Now I get it..chicks are buying the stock.. Math is irrelevant, but boy the screen is fun and you can make comments and ratings, and trade recipes and everything..why its the facebook of restaurants ..this pig is flying to $100 EASY!!
"but perhaps you don't dine out as much as I do during these recessionary times. "
I actually travel a lot, but only internationally. I've never needed a reservation unless it was a starred restaurant and the receptionist or secretary will typically call. I just don't see it. OPEN gets you tables when they're already going to be full (ie weekends) and no one reserves when they know a reservation is not neded (Monsay to Thursday). we will see, I don't think they will make $1.6 billion in profits for their entire existence, I doubt even half of that.