I don't understand how this will avoid all the travel sites from outing whatever the baseline price is...

I think that the consumer response to discovering "Delta hates me and charged me more because I'm me." would be a very personal violation for a lot of people and seriously damage / destroy that relationship.

Even what they've done so far will make people wonder "did I get scammed" and they'll look something up, not even a 1:1 thing and they might just think they got a higher price, the damage is done then too, right or wrong ... AI panic is already pretty high. The whole system is opaque and people will assume the worst.

This seems like a PR disaster waiting to happen. I don't mind AI, but I know the everyday person sentiment about it is very negative in many circles. Even just announcing this seems risky with some people.

Wow American capitalism really has ended. It's now all about rent seeking, not offering better products or services to attract customers or earn more.

We really need a 1910's style societal backlash against this sort of profiteering behavior.

This will, sadly, inevitably be the future. Third party "pricing algorithm" companies will use all your data against you to extract the maximum amount of money you can spend on services and products. The most "efficient" form of capitalism imaginable.