There are leaders and there are followers. VirginAmerica's recent total overhaul for booking air travel online is a leap forward from today's overly complex standard. It's a phenomenal example of simplifying choice and creating a user experience in an industry where it is not uncommon for travelers to feel like chattel or bulk cargo. On a deeper level, there's recognition here that the traveler's connection and experience is formed and cultivated well before one ever steps foot onto an aircraft or sets off for the airport. You can be sure that other US carriers will be coming to the party, eventually or so we hope.
Whatever your industry, It makes a strong case for keeping in mind that simplicity and user experience are quivers in your brand's arrow.