Kc it was more than value pricing. Like US they were in a lotta of trouble, but at some point they decided this is who we are and this is were we want to go, and from that came their present business model. Sometimes along with all the "cost cutting" and customer bashing a company (any company) has to have an idea of where they want in the future. I'm not sure US has such a plan, frankly deep down inside it looks like the plan has been all along to fold this sucker in to United. But who knows that just speculation.