Perhaps one of the factors missing from much of the commentary around Google's proposed acquisition of ITA Software is around the mobile opportunity.
As documented in many ways and places over the years, Google has a huge play in mobile, not least through AdMob marketing platform and the Android operating system spreading through smartphones around the world.
It is arguably Apple's Number One rival in mobile (against the iPhone) and clearly now sees much of its product extension through the prism of consumers on-the-move.
So, what about travel?
Well, on the eve of his surprise standing down as Google CEO, Eric Schmidt wrote an article for the Harvard Business Review in which he stated: "As I think about Google's strategic initiatives for 2011, I realize they're all about mobile."
"We are at the point where, between the geolocation capability of the phone and the power of the phone's browser platform, it is possible to deliver personalized information about where you are, what you could do there right now, and so forth - and to deliver such a service at scale."
If there was ever a "strategic initiative" for Google in 2011 it will be the integration of ITA Software in some way into search (presuming for a moment that the US Department of Justice gives the deal the thumbs-up).
Until such approval is given, little is known as to EXACTLY what Google wants to do with $700 million prize (although there is the Big Enchilada).
But the opportunity to do something imaginative and, most importantly, valuable is clearly there. Google will, no doubt, be keeping a close eye on what Apple is doing, hinted at in the patents filed during 2010 for iTravel.
Jonathan Alford, from Seattle-based consulting firm Lenati, says there are a number of areas that a Google and mobile travel metasearch play could impact on, not least in terms how the rest of the industry will view such a move.
These include "cutting multiple inefficient and redundant steps" that currently exist in mobile search and travel intermediaries, encourage competitors to innovate in mobile travel and, of course, triggering Apple and Microsoft to push their own mobile platforms even further.
The eventual rise of voice search will also become a influential factor, he believes.
Here, in an excellent presentation, Alford outlines some of the strategy and also the technical considerations around Google and mobile travel search.