Even then, there's other challenges. With Delta, booking a flight, I see a rough return airfare when I select my outbound leg, that then might be tweaked by my inbound leg choices.

Booking with Alaska, I get a fare listed that is only the outbound leg, and then I have to discover the inbound leg price.

This often gives the impression that fares are or will be cheaper with Alaska, and then after a few clicks, you realize that they're (mostly) the "same".