If 1 airline let me view information in a friendly fashion and the other didn't I would do business with the first.

Lest we forget the money in that scenario is from butts in seats not clicks on a website. The particular example is ill chosen as google is actually taking on a cost, taking nothing, and gifting the airline a better ui.

If you make an awful website that can be scrapped it's a matter of when not if someone will take your data and give it to your consumers whether your trying to upsell them or not...