Both sides can claim to be the consumer's champion. The airlines argue that the cost of the middlemen adds to the price of tickets (though the superficial evidence suggests that it is airline shareholders who suffer). They say they want to reform the distribution system to offer flyers a wider choice and a more individually tailored service. The GDSs argue that they provide travellers, through their agents, with impartial comparisons of all available flights, allowing them to get the best value.

双方都宣称选择自己是消费者的胜利。航空公司认为，中间商的成本增加了机票的价格（虽然从表面上看吃亏的是航空公司的股东）。他们表示想要改革分配制度，给旅客提供更广泛的选择和更个性化的服务。GDS表示通过他们的代理人，提供给旅客所有航班的之间公平的比较，使得旅客能够获得最好的价值。

Svend Leirvaag, an executive at Amadeus, argues that it's a pity the airlines fixate so much on GDS fees, which at around 2% of their revenues are much less than the money the industry could save by fighting such things as ever-increasing travel taxes and the unfair subsidies that prop up some state-owned carriers. The airlines are lobbying for these things too, but they would still like to cut the cost of the middlemen.

艾玛迪斯的主管斯文拉瓦格（音译Leirvaag）表示很遗憾：航空公司总是盯着GDS费用不放，但是这些费用只占航空公司总收入的2%，它们可以通过减少不断增长的航空税和不不公平的补贴来节省钱，这都比给GDS的钱要多得多。那些不公平的补贴支持了一些国有的航空公司。航空公司也在为这些而游说，但是他们仍然专注于减少在中间商身上的开销。

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