They're so price conscious in their business workings.

Customers have made the Delta Shuttle, to be operated on MD-80 aircraft beginning Nov. 1, the most popular business and leisure shuttle product in the Washington-New York-Boston market, and we are confident it will remain so.

End price does become an impediment, and we're very conscious of that. But we think the real buyer market is actually expanding, not contracting.

Salespeople who think that it’s all about price aren’t required: If it can be sold on the internet at the lowest price, you can take the huge cost of a sales team out of the equation.

It's great business. And when products just sit in buildings, it's not very exciting.

Sometimes the only way you can make your brand stand out is to make it more price beneficial, which of course cuts margins.