Not if the other guys have already tried the tactic and it was a bust. Because we don't learn from others' mistakes, and we certainly never learn from our own.

Our leadership pats themselves on the back for "disrupting the airline business model" whether it works or not. We keep trying to go against the grain, hence his "reinvent the wheel" expression. We'll come up with some idea and work out 80% of the kinks, then we hope that our culture will make up for the lack of planning and preparation; in other words that our front-line people will figure out the other 20% on the fly, and the crazy idea will make us the big winners in the airline world.