Consider this. People ride cruise ships because they WANT TO. They put up with flying because they HAVE TO. They dress up for dinner on a cruise (except for Carnival). Does anyone still dress up to fly? Customer service and food is generally A++ on cruise ships. It's F-- on airplanes, especially now. If you want a model for success, follow cruise cruise ships. Hopefully in five years we'll all wear a name tag with our nationality written across the bottom.