It’s hard not to notice a lot of encouragement of a “race to the bottom” mentality in metasearch, and it’s not new. Some engines prioritize pricing over anything else. Others are prioritizing only deep discounts, often from the gray market.
Today there’s been a bit of a stir from an internal Google Now feature is encouraging rebooking on price drop. As a user, I love the idea of this feature. I already rely on Google Now, and would find a lot of value here. As an advertiser, I wouldn’t know exactly what to think.
Price is an important lever in any market, and there’s nothing inherently wrong with products and features that create price pressure. Balance here is important; we can’t expect healthy advertisers if all they ever get is more and more pressure.