Quote from the article : "In terms of competitors, we believe that Soma has the potential of being a disruptor across multiple dimensions, both on the traditional classifieds space, as well as marketplaces at large. For example, traditional classifieds players still operate under the same business rules as they have for the last 15 years. They are struggling to embrace new and innovative technologies and despite their massive budgets, they have yet to truly evolve their business models and are pretty much attempting to adapt a “one-size-fits-all” approach across the globe."

Pretty confident words by the SOMA devs, lets see if they can make it happen