I question the companies direction because of their current attempts at turning themselves into Jet Blue while still trying to hold onto their status as a carrier with all the frills. They are going to reduce turn times soon down to 30 minutes, they are eliminating practically all food up and down the west coast in coach and significantly reducing it in First Class so that there will no longer be hot meals served, except for several breakfast flights where they are serving just a light hot snack. There is talk of reducing much of Fleet Service in all out stations. Through all this management keeps harping on the need to become more like Jet Blue. The one thing they seem to forget, however, is that Jet Blue doesn't tell the passengers that they are going to have a full service experience and then give them a no frills experience. Jet Blue has clean, new planes with a friendly, enthusiastic crew (because they aren't having to explain all day where the meals went and why the plane is filthy). Jet Blue offers inflight entertainment at no charge on every flight in the continental U.S. - Management at Alaska doesn't know exactly what they are supposed to become they just know they have to find a way to cut costs, even though they have recorded a profit in the last two quarters and are currently on track to record a profit in the last quarter. As for the company not being over reactionary, well they waited a while longer but they are finally jumping on the chopping block band wagon with all the other airlines. And all that crap about not laying off is just that...... crap. Alaska layed off Fleet Service people and CSA's but nobody ever heard about that because the numbers weren't nearly as great as those at the other carriers.