I was talking to a friend who recently flew from IAH to London. He was upset that he had to pay $1000 rather than his usual deal of $900. Here is the conversation from that point...
Me: How did you get to the airport?
Him: By cab, about $50 each way.
Me: Soooo, you were willing to pay $100 for a cab to take you a total of 50 miles, but $1000 to take you 9000 (statute) miles was too high?

Now, he is a smart guy (actually works for a UK oil company) and got the point right away..... but he was still annoyed. Imagine how unhappy the average person is to pay an extra 50 bucks to fly to Wally WOrld.