10M for Spirit Airlines data, a bargain and a question?

Recently saw that Google has put in a bid for the data of Spirit Airlines. I am no expert on the subject of dynamic pricing but it does make me wonder:

1. Can this data be used against the user of a service like google flight? 2. Is it purely an AI play? 3. Will gemini try to be like chatGPT and let you book a flight from within it?