Part of the issue they are trying to solve is that the optimal pricing problem is overlaid with a currency exchange problem. Airlines can compensate customers w

Part of the issue they are trying to solve is that the optimal pricing problem is overlaid with a currency exchange problem. Airlines can compensate customers with vouchers, upgrades, cash or frequent flier miles; as well as different commitments for rebooking. Each customer is going to have a different value for each of these axes. Learning about passenger preferences will help airlines to make offers that are most appealing to individual passengers. Ultimately, operating a rebooking system near the Nash equilibrium is great for everyone. People who really need to get from A to B on time have a higher chance of doing so, people who are flexible can trade that flexibility for compensation, and the airlines can operate at higher capacity and sell more high-dollar last-minute seats.