This is a good discussion guys. Even Wal-Mart encountered "market forces" and started putting "Wal-Mart Supercenters" all over Dairy Queen America as they began losing "price sensitive" customers to Super Target. It just goes to show you that there is a LIMIT to how much people will put up with and low prices/fares alone won't secure your future. Sometimes, you MUST react to market conditions and improve your product...this is what Wal-Mart was FORCED to due as they lost some customers to Target's business approach.

I've been saying this for a while now privately to my co-workers and will probably get lit up like a firefly on a hot summer night for the following comment: What concerns me most about NK is that the fare wars are gonna come full circle this summer. We won't be able to compete on price alone...we MUST improve our customer experience or we will lose that CRITICAL market share WE REQUIRE to make our business model work. This is especially true as established carriers like JetBlue and AirTran come into our core markets.

Just my "humble" opinion for the enjoyment of all APC analysts out there...