There once was a day when consumers could visit an airline website and simply purchase a flight ticket.

In North America, Air Canada kicked off the end of that simple process several years ago when the airline introduced branded fares — Tango, Tango Plus, Latitude, and later Executive First Lowest and Executive First Flexible — all with their own attributes.

Now, along comes the new Continental Airlines chairman and CEO, Jeff Smisek, who took over these posts Jan. 1, and he apparently has a conceptual vision for Continental’s future which parallels what Air Canada and other airlines have done. But to Smisek, it’s all about pizza and lactose intolerance.