THAT'S the bottom line for most customers. Brand matters to some, not all. I'm increasingly liking our brand...thanks to RA. If you ask the bowling team from Cleveland, they'll pay rock bottom rates and connect three times on SWA or Spirit. They don't give a crap about brand.

I do agree with Scoop and Elvis. We have, perhaps, the best CEO in the biz. Time will tell if the Delta brand is created and maintained by Delta employees or is farmed out to a myriad of other companies who don't share our culture.