The internet is littered with the bodies of companies unable to adapt when Big Tech moved to offer a service for free.
Possibly the most famous example in tech history remains Microsoft's decision in 1996 to give away its browser Internet Explorer bringing Netscape's skyrocketing share price to an abrupt halt. The rest is history.
Although Google's recent decision to stop charging for leads to airlines and OTAs in Google Flights might look insignificant in comparison, it is sending shockwaves across the travel industry.
To understand why, it is important to understand Google Flights' weight in the airline distribution ecosystem.