I'm working on booking a flight for someone at work, and man alive, do I ever despise doing that. There are eighty gazillion websites to try, and eighty gazillion options, and eighty gazillion ways for airlines to squeeze every last cent out of you. Here, pay extra to pick your seat!
Oh, you can "lock in" this fare for an additional $10!! Otherwise it will change every five minutes, and forget trying to get any reasonable way to compare your options.
Blergh.
I have given this more thought. Hey airlines, I promise not to kick the seat in front of me, so knock off $10. I also won't recline into the seat behind me, so take off another $20. I use deodorant, that should be good for another $50. I don't block the aisle trying to stuff an oversized carry-on bag into the overhead bin, subtract another $50.
I think I may be on to something.