It's really not much considering how much they advertise and my guess is that number is an aberration they paid for and that the real numbers are closer to what Compete shows.
They're trying to build excitement again, but if you ask Hollywood they will tell you that you can't make people like something they don't, no matter how much you market it.
I tend to agree. Hipmunk has a hip name, and is trying to create a brand for themselves, but it's hard to use word of mouth to market a flight search engine... it's like trying to use viral marketing to market a detergent.
It's hard to compete against established brands like Expedia, and Orbitz that has millions to play with.
They're trying to build excitement again, but if you ask Hollywood they will tell you that you can't make people like something they don't, no matter how much you market it.