I wonder if Rich Barton is going into the glazing business.

The Zillow chief executive and a group of fellow online travel veterans are running a "stealth" company called Glassdoor.com in Sausalito, Calif.

Glassdoor.com is being cagey about its mission and trickling out details, like today's announcement listing its governing board. I wish they'd just announce their intentions; these choreographed PR efforts to build anticipation are starting to feel dated and tiresome.

Barton started the company with Robert Hohman, a former Microsoft engineer and early Expedia team member who was most recently president of Expedia's Hotwire.com.

Joining their board are Erik Blachford, another former Expedia CEO who is currently leading TerraPass; TripAdvisor Chief Executive Stephen Kaufer; and Rusty Rueff, a former executive at Electronic Arts, PepsiCo and SNOCAP.

So, a travel entertainment company?

(If they plan to go international, they may bump heads with Able Structural Glazing, a British door and window company operating Glassdoor.co.uk....)