I, 90% of the time, book thru the links provided by topcashback but before I get around to booking I check out which sites are offering the best prices not just for flights but for hotels also, before I clear my cookies and go buying via topcashback.
Just recently a guy in another thread was talking about spending some £20k on business class flares to/from PER, well generally I get some 1% to 1.5% cashback on flights, ! % or 1.5% of £20k isn't to be sniffed at, and on hotels I generally receive between 6% and 13% cashback, these are effectively direct discounts on the advertised prices.
And don't get me started on the cashback for such things as airport parking, hire cars, travel insurance etc. etc. etc., there's a small fortune to be saved