The BIG idea is to allow users to "roll their own" Eyewitness travel guides with just the stuff that they want; including UGC components that fatten-up the content database; community with rating and reviews; and 'playlisting' of itineraries. The insight that triggered this idea is that 70% of travellers use guides, but only 25% of those guides are actually consumed. Most of it is dead weight.These personalised guides can be purchased for $5.00/£2.50 in PDF form, and in a couple of months they can be ordered as special one-off bespoke books, delivered straight to your door, or hotel.