Defending it's West Coast turf from the hoards. Increasing the market presence of another LCC like JB (the most likely winner) in big California airports like LAX and SFO won't help Alaska's ability to compete. JB can offer so many connections beyond California that VA could never offer. The routes between JB and VA are truly complementary beyond the milk-run NYC/BOS-LA and NYC/BOS-SFO routes. It makes a lot of sense.