Sounds like consumers need AI identities to help them get the best deals from this kind of thing.
The article notes that they might require you to be logged in to your DeltaAir account to see the (good?) prices for routes.
I’m curious what this will do to route planning tools, resellers and travel agents. Ones I can think of would be Booking.com or Kayak — you couldn’t even see price info? That would be a radical change.