It's all about the convenience of going to one place and performing your transactions. I don't think $20 is too much to ask for that service. Some people get hung up on ticket price and forget that you probably blow that much travelling in a taxi to the airport or booking a more expensive room in a hotel at the other end. Also, they offer the ability to book split flights across multiple airlines if you want to. And if everyone wanted the cheapest flight, why would the airlines have multiple and more expensive types of fares? The also offer hotels, cars, and more recently insurance. I don't subscribe to the philosophy that all web businesses should be able to charge less than bricks-and-mortar, at least not in the short term. I can only see good things coming from this company, with no debt and so less risk in a downturn or an increase in interest rates.