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...The airline industry a little history structure simplified airlines intermediarie customers s travel agents an era of deregulations set prices and schedules as per market demand price wars erupt differentiate through use technology known computer reservation system crs legacy systems equipped with signed long term contracts personnel had to be trained understand display exclusively list flights this produced favouritism halo effect agencies favoured whom they contract government orders other at fee course further controlled screen bias act purposely positioning information on influence specific purchase behaviours that are beneficial vendor but unfair suppliers all consumers selected flight shown first line chose from must charge fees determined by premium place in pages become critical asset tickets were sold agency via expand their globally called global distribution gds e g american intervenes again forces divest some remain arms length into sabre...