As someone currently helping to build an airline website, I'll just point out that the booking process, and other processes concerning the interaction with actual flight data, are controlled by a few organizations (global distribution systems) that have access to this data and our hampered with bureaucratic workflows. The airline itself might be able to hire great designers and developers to build out the informational side of their site, but the actual booking process has to contend with a slew of regulations (and IMO are poorly run and horribly old school) to connect customers to booking and seat picking services. It is very hard to innovate in this area.