As far as the companies go, their lack of resources is an entirely self-inflicted problem, because they’re won’t invest in increasing those resources, like more IT infrastructure and staff.
Play that out to its logical conclusion.
Our example airline suddenly doubles or triples its IT budget.
The increased costs don’t actually increase profit it merely increases resiliency
Other airlines don’t do this.
Our example airline has to increase ticket prices or fees to cover the increased IT spending.
Other airlines don’t do this.
Customers start predominantly flying the other airlines with their cheaper fares.
Our example airline goes out of business, or gets acquired by one of the other airlines
The end result is all operating airlines are back to the prior stance.