[pedalpete]

Though the design may be minimalist (though arguably, hipmunk is just well designed, minimalist or not), I seriously doubt that is their formula.

The success and buzz around hipmunk is that they have provided a better way to search for flights. That they've done it with a cute logo and minimalist design is maybe a small part of the success, but their ability to create buzz and to create great products can't be overlooked.