Airlines as well as hotel companies have their own websites where customers can buy seats or rooms. Why do you think they prefer to use priceline or hotwire for the 'deeply discounted' product rather than their own website? (Note: This is not from the text and is really more of a marketing issue. But, it is always interesting to see the interrelatedness of the different branches of business - so use your marketing knowledge, personally savvy or imagination on this one!)