Booking an emergency flight last time I had a family issue was a mind-fucking experience. I had to go through 10 screens trying to sell me stuff and constantly hiding the skip button in different places. Maybe HN will say that I "shouldn't have had a family emergency in the first place" but reality is realty.
And honestly it's not just booking websites, it's anything tech that they do. For example, the last checkin kiosk I used also had an incredibly convoluted path for the case where someone else booked my luggage but it was a different size.