I believe the bottom line, which is missing in some of the above comments, is that Brad has many outstanding shares of stock and is due to retire. In an attempt to boost his portfolio he asked pilots to take a paycut in a very smoke and mirrors sort of way (see Chase's post) to make him seem like the voice of reason post 911.
I just find it interesting this website looks to him to present information on their site given the cloud that lingers over his head.