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In her view, Fathom.com has the "potential to be a category killer."

Over the last decade, the winners in financial services have been the category killers.

We hope that we can become the next category killer.

By contrast, he said specialty stores, including the big category killers, represent 12 to 13 percent.

The existence of a category killer eliminates almost all market entities, whether real or virtual.

Very successful firms may come to dominate their industry (referred to as category killers).

"It is a category killer for the A380," he said.

These stores are what brokers refer to as "category killers."

Not all of Orbitz's competitors see it as a category killer.

"We think there's an opportunity here for a category killer like Amazon," she said.