IATA NDC.
Let's start with IATA NDC. It could be a game changer and I'm not yet sure in what way.
If you build a profile that the airline has access to (and in these days of data sharing who knows where that might be; maybe your buying habits at Tesco?!) the theory seems to be that they will use what they know about your travel habits to make you an offer. What nobody has told me yet is quite what defines an "offer".
It could be that because you always check a bag you might get offered a "free" bag. Or if you usually book economy but, just occasionally, pay for an upgrade that might be a part of your offer.
But there will always be people who have never travelled before and airlines could use that offer by tempting them with freebies the rest of use will be offered at a fee.
And for people who always travel business class the attitude might be we've got them so we'll make them an offer they can refuse!
I have absolutely no idea how it's going to play out.