The same issue and battle is playing out for US healthcare as well due to the recent rule forcing hospitals to make prices public.
Although the airline industry can be considered a commodity industry, the airline rewards miles industry is less so. What those miles can get you, can essentially change at any time if the airline says so.
TPG just highlights the shenanigans which puts pressure on airlines to change the value even more frequently. This in turn makes the shenanigans more apparent which might call for regulation.
This lawsuit is attempting to nip this process in the bud before stumbling on regulation. But, fundamentally, the relationship is asymmetric regardless of any data api access.
And those are no brainless. A more skilled surgeon on cosmetic surgery with lower recovery times and or prettier work could easily command a premium because their supply is so low and rich enough people have huge demand.
This ranges from all of those StackOverflow scraping websites in your Google search results to companies that want to scrape Facebook for images and personal info to build a database of everyone.