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Priceline is the "eBay" of airline tickets, allowing the buyer to bid (once) for the fare. By facilitating sales below retail price via the Internet, Priceline makes it possible for various sellers to move additional inventory, in the form of unsold tickets, while still protecting their brand's retail prices.
The company entered into partnership agreements with several airline companies and provided value to their businesses via brand and price shields. The sellers, or Airline companies, were not contractually bound to provide exclusivity of any form to Priceline while attempting to rid themselves of surplus tickets...
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