My takeaway from this was that Apple browsers saw the same results, yet in a different sorted order, because of strong historical trends of pricier purchases from Apple browsers.

Some days I sort by price, some days I sort by distance, when it comes to hotels. Yet if they thought they could predict what I'm going to sort by that day... have at it. I'm still going to find what works best for me, at that moment.

If DL sees that a pax buys 10 LUT's in a row it's understandable if DL sorts by price, and if DL sees a pax buy 10 Fs in a row it's understandable if DL sorts by cabin.

The objective is to remove bad or unpreferable feelings during the purchase process ("why does it show me options I'll never care about?!"). Yet it's 10x badder to hide a good option, then the 1x gooder of hiding a bad option (ok, new metric for bad-english).