Godin is one of the most influential business bloggers in the world and he wrote a devastating critique of his experiences on the JetBlue website trying to bookaticket for a flight.
"It is in much the same way as you booka movie ticket by phone or online these days using your credit card and then when you get there you access your ticket through an ATM-type machine, " said Will, who is chairman of the World Cup ticketing sub-committee.
But this was a bit of an anomaly as I had built my trip to California around a tourism industry event, a sort of mini-conference, which in turn used a travel agency to book my ticket.
If a card belonging to a Berliner has never been used to purchase a plane ticket or buy goods outside Germany, the system may block an attempt to booka Moscow-Tokyo flight leaving in three hours.