Corollary: this implies that booking flights which are the cheapest/most inconvenient will likely end you up in a less populated plane. Double win!

This is another reason to be wary of ubiquitous tracking for marketing purposes. Say I want to fly from Kent to New York via London. I book my expensive transatlantic flight and once that is secured, book my domestic flight.

But if Big Data is watching my actions, what is to stop the airline hiking the price of the domestic flight as soon as they see me booking the transatlantic flight? At that point I am committed and will be forced to pay much more than I had planned for the domestic flight.