GDSs have been so prevalent for so long in the industry that their use surely counts as the new 'direct sales', no? Like if I phone up an airline directly to bo

GDSs have been so prevalent for so long in the industry that their use surely counts as the new 'direct sales', no? Like if I phone up an airline directly to book, based on an advert I saw which was funded by them directly, the airline would typically still use a GDS to make the booking?