Case Study Ever Tried to Buy Last-Minute Plane Tickets? Everyone must have experienced this at least once: Situation 1: You are casually surfing through a flight search engine. No rush, no pressure… until you see it: a really good deal! Round trip Moscow – London for only 59 USD! Give me two! With trembling hands (every second counts!) you push the buttons until you are on the page with your personal data. But who in the world made the

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