He's not, nor are the other CEO's oblivious to it; he and others have just taken advantage of the supply/demand curve the last 10 years especially, if not the entirety of the industry since deregulation. But now the scales are tipping in the other direction; these guys will have no choice BUT to increase pay/benefits/QOL. They will simply fold and close up shop otherwise...but of course, he's kicking and screaming until the VERY LAST moment before he has to capitulate.