I tried Expedia, but "something" about it just didn't feel right. I can't quite put my finger on it. However, I had a very different experience with Travelstart, and ended up booking my ticket through them, despite there being no material difference.

The only thing I could think of, was that Travelstart possibly resembled the style of websites of the major airlines, which I'm more likely to trust with my money. Expedia, on the other hand is littered with banner ads all over.

Although there was no real difference as far as usability was concerned, I almost expected a popup for AdultFriendFinder to pop up any moment on Expedia.

Visually, Travelstart seemed to be more trustworthy!

Am I on to something here, or am I just a paranoid cynic?

And having seen Peter's presentation of Flow's Easy Jet prototype service, I can confirm that it ROCKS!