Just what the world needs: more airlines, more websites, more booking systems, etc, none of which will talk to each other.
What a pity they didn't try to do something innovative, like creating a virtual airline across the entire oneworld alliance where customers had the ability to access the value add stuff (eg choose seats, access upgrades, etc) across the network rather than the half-hearted attempt we have now.
Clearly one of the reasons why OneWorld is the 2nd placed alliance. As I mentioned before I wonder why some of the airlines even bothered to join. At least the majority of the star members work closer together, whilst of course still taking care of their own needs.