It's not a simple problem. It's unlikely Google has it remotely solved.

> Google does have a tremendous advantage if it controls the _flow_( sending traffic/customers to airlines) versus the airline's having control of the book

Google is one of many online travel agents for airlines. It doesn't control the flow.

"Controlling the book" means airlines know who has booked how many tickets and at what price. They control how many tickets are left. They control whether and when a flight flies. They control prices.

Reselling tickets is a distribution problem. Guaranteeing prices is a trading problem. Google has a pitch with the former. It holds few cards with the latter. The only stick it holds to dissuade aggressive behavior from airlines is cutting them off from its distribution.