It was a poor strategy from the beginning. "Killing it" is relativistic. You were never going to make the billions in profit going that way, you need that premium and business travel. That's like saying Susy's Lemonade Stand is killing it because she made 1000% profit, spent 10$ and made $100. While the supermarket down the street is not because they only made 10% profit for $1,000,000.