navigating the various websites for low fares, avoiding fees for checked bags and priority seating, and finding the right flight schedule can be a real challenge for the average airline passenger. the complexity of options and sources for purchasing a ticket have expanded significantly in recent years. And the outlook for the future is for more complexity, as new search sites (google, Hipmunk, etc.) become available and some airlines seek more control over where and how tickets on their flights are purchased. According to Forrester Research, an independent research company, the airlines want passengers to buy tickets based on value and not on low prices. They do not want passengers to comparison shop. For example, American Airlines recently announced that it wanted to deliver fare information directly to customers and to bypass search systems such as Expedia or Travelocity.