In recent weeks IATA has done its all to champion the famed New Distribution Capability, including a blog to help dispel some of the so-called myths.
Its effectiveness has been more or less successful depending which side of the fence you sit on and, indeed, barely a week goes by without some from of relentless (in)direct tit-for-tat between NDC fans and enemies (stand up Business Travel Coalition).
Rarely, however do we get an airline's take on it all, so a British Airways executive speaking at a Travel Technology Initiative event was a big draw.
Enter Jerry Foran, BA's head of product delivery, revenue management, who proceeds to give the audience IATA's own presentation on NDC.
He reiterates some of the myth-busting statements around what it is and what it will do - more information and choice, more complete product offers, more ability to comparison shop and more ability to get personalised offers 'if you choose to do so.'
Then, Foran gets into his stride somewhat crying foul on statements about charging people more based on personal preferences.
"That shows how contentious this is. We have the power to do that today on our website. It's an outrageous statement and completely untrue."
There are other untruths, which he refutes, such as the idea that it will result in higher prices, prevent comparison shopping, reduce competition and violate passenger rights which he says:
"It's a nonsense to think airlines would get away with that, even if we did it would not be for very long, it's a ludicrous statement."
Foran goes on to say it's up to airlines as to if/how they adopt the schema and that none of the conversations with IATA are in 'anyway commercially-based'.
Now, clearly some gathered from the GDS community and other distribution players were less than convinced as Foran faced questions on speed and cost being passed down the chain:
"No airline is going to role out a product where speed of response is slower than today.
"I don't think there is any intention to push more cost down the chain as a result of this project. Yes, there are problems to solve which is why it will not be rolled out tomorrow."
NB: Super-hero image via Shutterstock