The real eye opening statement to me was that RAH was looking at dropping the Frontier name. I'm sure there will be speculation as to why, since there is some brand recognition still available, but IMO it would be a huge mistake. The new airline would just become another "startup" with a large structure, but no brand loyalty especially when competing with other large airlines. It would be a HUGE public relations nightmare for RAH to convince the public what the new airline brings to the customers. It brings up the example of Independence Air as they tried to explain what their airline represented. I think they burned through a lot if cash in their advertising budget, which was necessary for them since the didn't have an established name. It will be interesting to see how RAH approaches the change.