Hotels strike back at Expedia et al

An interesting feature in the IHT describes how hotel owners are starting to think about using the power of the Net in selling more rooms, more efficiently, themselves, rather than ceding that advantage to brokers such as Expedia (which I like a lot, btw), who often buy rooms at bulk rates and make as much as 30% in margins on reselling them to their customers. Often, the prices you can get at Expedia, may be much cheaper than the prices the hotels would quote on their own websites. But of course, even if the hotels offered cheaper 'specials' themselves, on their own sites, they will never have the kind of traffic that Expedia gets, so they will still sell less rooms, and have more beds left empty - so I don't really see what their complaints would be. I would just offer to match the prices of any online reseller, via my own site, so that the customer would book thru my site, if he wants to, and I could cultivate the brand...