New Pricing Display at Internet Web Site of American Airlines

FlyerTalk members awoke this morning to a new way in which American Airlines displays pricing for airfares on its Internet web site — but if you are used to booking your airline tickets at the Internet web site of Alaska Airlines, you should feel right at home.
Although many FlyerTalk members do not like the changes in how to book an airline ticket, American Airlines claims that its new booking engine is simple, citing the following enhancements:

  • Round-trip airfares are now displayed as soon as flight options appear
  • New combinations of features can be added to your airfare, providing options to best meet your individual needs
    • No change fee
    • Checked bag
    • Priority boarding
    • Same day travel flexibility and more
  • A new shopping cart has been created to hold your selections while you complete your reservation

This official video by American Airlines demonstrates how to use the new booking engine at its Internet web site:

In attempting to book an airfare on American Airlines from Dallas-Fort Worth to Seattle, the following display appeared on my computer monitor:

…and here is the same attempt, only with Alaska Airlines instead of American Airlines:

Am I the only person who sees the similarities in the functionality of the booking engine of both Internet web sites?
My initial reaction is that I generally like the new interface and functionality of the booking engine of the Internet web site of American Airlines. The design is clear and streamlined with a more modern and colorful interface, and hovering your cursor over various areas gives you explanations without interrupting the reservation booking process.
However, it is still unclear to me at this time as to how the new interface affects pricing and how airfares are sold. I will leave that to FlyerTalk members to investigate and discover as they test out the new interface.
What are your thoughts?

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