Orbitz to reimburse clients if their airfare falls after purchase

Orbitz is offering a very interesting deal right now. If you book on the site and pay their $7-$12 service fee they promise to reimburse you the difference if the fare for your flight drops before you take off.
This is the way it works: Orbitz will track prices from the time you buy your ticket until the day of the flight and will issue qualifying refunds of $5 to $250, according to details on the site.
There is, however, a good bit of fine print involved. Two big things to keep in mind. First, the reimbursement won't apply if your carrier goes under. And the second involves the way Orbitz keeps track of fare decreases: Specifically, another customer must get a lower priced fare on Orbitz for the exact itinerary you have. So, if a lower fare is available, say, through a carrier's own website it doesn't count. And since Orbitz only sells a fraction of the tickets for any flight (the folks at Online Travel Review put their estimate at about 7.5 percent on average) and since flight prices tend to go up as you get closer to departure the odds that they'll need to pony up a reimbursement seem a little low.
Orbit's plans were first reported by the WSJ.
A little complicated but what a concept, yes?