They promise a discounted flight if you're willing to let them toss a coin (Literally, they say this is how they choose.) to decide your destination. You choose your departure city and then decide whether you want to go to Europe, Asia, USA and so on.
|Ceiling detail in Madrid Airport|
How are they able to offer discounted prices? Airlines don't want empty seats, but they are unwilling to offer discounts to business flyers who must get to a specific city. Getgoing's "...'Pick Two, Get One' platform proves that you are traveling for leisure, not business, and in exchange the airlines reward you with a much greater discount."
When I checked getgoing's prices against ITA Software, I discovered that getgoing.com is indeed offering discounted flights. Phoenix to Zurich in mid-June is $1503 on ITA and $1315 on getgoing. (USA flights do not seem to be as deeply discounted, at least in the samples I tried. PHX to Chicago was $361 on ITA and $292 on getgoing.)