And when United bought Continental, Delta bought Northwest and Hilton bought Scandic (etc) those flights/rooms integrated into the buyers website and you could book those flights/rooms only on the parent buyer, but today if you want to stay at any St Regis try and book it either online or by phone via Marriott and while you're at the St Regis try demanding Marriott Reward points for your stay - good luck on all accounts

And don't get me started on Air Berlin still being shown as part of One World !!