why is it that after all these years and all the hype about oneworld integration you still can't book all the oneworld flights on one website? CX calls itself the leading e-ticketing airline in asia and still offers only CX flights for sale on its website (codeshares notwithstanding), same for BA, QF, IB. Only AA has limited access to all other oneworld (and non-oneworld flights). By comparision, most starworld carriers allow you to book any *A flight on any website.

What's keeping oneworld back? Investment in modern IT? computer systems? regulations? what?