Procrustes¹ Called and Wants His Bed Back, or How Golden Geese Make the Best Foie Gras.
When Google buys ITA, their first order of business will be:
its de-Lisping.
As described here, for example. The temptation is simply irresistible.
And yet the famous travel search engine will continue to work!
However, its feature set will be permanently ossified.
The latter will ensure a slow death-by-irrelevancy, even if the (likely inevitable) creeping bugginess and ballooning maintenance costs do not.
ITA will fade away. It will be called "bad luck."
You read it here first.
¹ Explanation here, for victims of American-style schooling.
