Comment by sgt101

And the reason why there are 10 clicks is that that is the number of decisions that is required to get people to hand over their money.

There will have been an A-B test with 9 clicks -> less sales, less revenue.

There will have been an A-B test with 11 clicks -> less sales, less revenue.

The people making these sites are not dumb. They are also sitting on thin margins nowadays, and mostly from the airlines and hotels rather than from the users.