We're there already, and have been there since inception really. The west coast experiments have never amounted to much more than a small % of our network. I think what has changed is the narrative from management about their desire long term. We've always been fed the blue juice about 330s to TLV, or even expansion to become a more national competitor, but these have never come close to fruition.

Now, for the first time, mgmt is being realistic and matching the future expectations with our current reality. We have always been an east coast leisure airline, and now that is the end goal for JB. Whether we can have sustainable profitability long term from that remains to be seen. I think it will take an alliance membership at a minimum for that to be possible.

Will someone approach the JB BOD and say "Your expectations of being an east coast leisure airline will provide $X growth for the company but we want to buy JB for $Y because we can make even more of a return with your assets"?