Like Google did with search.
Like Google did with search.
How do you explain JetBlue? They're not usually the cheapest, but I always choose them over e.g., USAirways or Delta because its a nicer experience.
2. Many airline web shops are a bad experience with unclear and very high erratic pricing that changes between logins etc
For that, you'd need some "unbundling" strategy where not just the Star Alliance (or whatever the companies are called) can sell seats, but another entity can buy seat contingents and sell them at similar conditions. Oh well, phone service, search, and flights are all different, with different rules.
Much better. Swiss, Lufthansa, SAS and Air Canada for example have all been extremely helpful to me in the past with re-booking flights, dealing with lost luggage and generally fixing things when things go wrong (even when the thing going wrong was my fault).