Google has built what's probably the best (and certainly the easiest) flight search engine (https://www.google.com/flights).

However, it seems that CX is anchored in the pre-Internet ages and is publishing some really high fares on Google: see for example https://www.google.com/flights/#sear...4;r=2014-09-27 where CX prices itself at USD 1,305 to SQ's USD 404.

If you go to CX's website the price is SGD 249, or USD 199, properly reflecting the lack of pricing power of CX on this route and its need to get as much traffic as possible from any source.

Why wouldn't CX want to advertise its price on Google, which links back to CX's website for purchase and is therefore much cheaper than say selling through the clumsy Expedia?