It's comforting to know that away from the commercial shenanigans of the travel industry that Google is thinking about other applications of artificial intelligence that are hopefully For The Greater Good.
Sure, there are question marks over the gradual creep of robotics into the human workforce, yet tackling some of the world's issues - healthcare, environment - through advanced tech is fundamentally a good place to start.
Google's heavy investment in artificial intelligence has helped the company’s software write music and beat humans at complex board games.
What unlikely feats could be next?
The company’s new head of AI, Jeff Dean, says he’d like to see Google move deeper into other areas.
He also warns that the company will face some tricky ethical questions over appropriate uses for AI as it expands its use of the technology.