I'm actually out on vacation with my kids (it's their spring break) and just now saw this. Interestingly, Transamerica hasn't even served us before they announced it, so it would seem that this method is for grandstanding and PR primarily. InterFlood, our flood map system, has taken the industry by storm; I suppose Transamerica doesn't like that. Perhaps they should improve their product instead.
Read their own statement and it's pretty clear that all we did was point out the flaws in their flood system. There's absolutely nothing wrong with that, when you do it factually, which we did, and which we're confident a judge will see just as easily as any appraiser. What's surprising is that we never even named their system in the body of the ad, since we were talking about the failures of Q3 data in general, etc. We only named them in one place (a tiny comparison chart), and in that, we gave them more "points" than any other system. Sounds like whining to me.
Again, they ought to spend more time and money wondering why it's so easy to find weaknesses in their flood mapping, and less trying to prevent competitors from pointing them out. Appraisers will buy the better flood mapping product, not the one with more attorneys.
One thing is really interesting. Did you notice that they don't claim that we made any false statements about our own InterFlood's capablities? Yet in that ad we made many statements regarding InterFlood's superiority. It appears they aren't even trying to shoot any holes in that.
We'll put out an official statement later today. And don't worry -- we've got great attorneys and enough money to let them haggle with Transamerica for a very long time. But more importantly, we have even better programmers than attorneys, and that's why Transamerica will lose the flood map battle, no matter how much they complain. InterFlood will prevail in the courtroom, but it will clearly continue to prevail where this battle should be fought and will be fought: in the appraisal marketplace.
Dave Biggers
CEO
a la mode, inc.
were is Mr Biggers now?
must be working on that sketching software he was inquiring about..
ho hum