I came across this article a while back. The question is one of, "when is the actual price for a ticket decided?" ...and how certain travel sites respond to that question differently.
(Have a read: Major Travel Sites Face Credibility Crunch | An Examination of Booking First-Class Tickets Online)
Now... I know we're beefing about pricing practices for some pretty pricey stuff to start with. First Class is worth it to some. But the practice of altering the price of a ticket or service while purchasing it online represents a failure to perceive accurately that the price must be established at presentation of the goods for sale.
When a client makes a decision to purchase anything online, there is a moment when they set those items "on the counter". Online service providers are then responsible to maintain the price quoted for the client until receipt or rejection of their payment.
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