destination versus routing pricing

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Never understood this:

Airlines can price their airfares based on either:

a) Origin and Destination (regardless of routing)
b) By actual legs.

Why do most airlines choose a) ?

Which ones follow b)?

I get the "got-to-steal-those customers" angle, but why would any
business (especially a capital and operating cost intensive one) want
the revenue model to be completely disconnected from the cost structure?

Matthew

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