Any system that lowers the boundaries to distribution and data sharing is good for consumers who are currently overwhelmed by the comparative tools available.
SITA is one of the major industry players and by moving quickly and keeping costs manageable for airlines, it positions itself at the primary competitors in this, now, highly sought after market.
The aviation industry has been growing at a steady rate for the past 30 years suggesting that market changes continually balance one another out and will continue to do so in the future.
After brutal battles between airlines and travel agencies over the last few years, IATA realizes it can't push through the changes in distribution that it seeks without some buy-in from the other side. New battles may be in the offing so enjoy the peace while she reigns.
IATA's numbers provide a fresh look at an under-performing industry, and the parameters of its proposed solutions are very predictable -- less taxation and weaker regulation.