“ With air travel in a slump for the past few years, airlines have been desperate for any passengers they can get. Unsuccessful ones have even faced bankruptcy. With so much at stake, why hasn’t any airline attempted to improve the ticket-buying experience through better software design? The problem is primarily cultural. Asking “Why doesn’t Southwest design better software?” is challenging the symptom, not the disease. The real question is, “Does software design exist yet?” Before we can expect better airline websites, we may need to change a worldview.