I'm also scratching my head as to why we're now ~3 (maybe 4 counting ITA?) levels deep for purchasing of airline tickets? Hipmunk -> Orbitz -> ITA -> Airline
There is a lot of "slack" in how travel is priced due to all kinds of agreements about what rates you're allowed to show. That's partly why package deals can be so good. These are not simple problems to solve, even in a best-case scenario.
I'm also scratching my head as to why we're now ~3 (maybe 4 counting ITA?) levels deep for purchasing of airline tickets? Hipmunk -> Orbitz -> ITA -> Airline
That seems to be the sign of a broken system.