Most companies have many options of what banners you can place on your site. The banner need to fit the needs of the site it is being placed on. I think you need to come to grips with the fact that that is real and move on.
Gee OB - Maybe Orbitz has partnered with 37 companies and simply chooses to not single one out over the others. And so none of their partners get mentioned (unless they decide to show all 37 of them at once).