If Kayak/MSFT uses machine learning for price prediction and airlines are doing the same for predicting their revenue, doesn't it result in both sides quickly

If Kayak/MSFT uses machine learning for price prediction and airlines are doing the same for predicting their revenue, doesn't it result in both sides quickly reacting to each other moves and countering opponent's actions? After all, they're all using the same ticket sales data. Maybe that's why recommendation engines don't seem to work?