I am 5'11" by the way.
That attempt was doomed to fail because of the airline industry's prices. They fluctuate so, the consumers certainly don't understand them, so any leveraging of other value items, which, you are right, only shift the price $20-40 here or there, is lost in the buffer zone of normal price fluctuations.
Let me lay some radical thinking on you. If you care about your customers, and more, if you trust your customers, set standard prices for flights, irrespective of when you buy. Other airlines will be forced to match your prices. Then, differentiating yourselves based on comfort, or other value items, will mean something.
But right now it's a quagmire. And consumers are frustrated and flying is a damn pain. Who's going to show leadership? The closest thing we have is Branson. Who's going to challenge him?
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