From an OD perspective, the challenges of merging AC and CAI are tremendous: tough human resources issues with complex labour relations; blending two airlines into a smooth daily operation; creating a new brand; and marketing the new entity; and finally communicating with all constituents. An OD consultant's nightmare is a CEO who projects a mixed image. Mr Milton is an astute executive. He however comes across as arrogant and insensitive to some market realities. He is not the ideal spokesperson for the airline and he has managed to alienate some politicians and a part of the travelling public. I don't think that he understands that airlines are perceived to be public transportation first and foremost and then an industry. He seens to have misread the national psyche and the conmplex emotional ties of Canadians to two airlines. This is a national trait not found in the multi carrier USA market. I would suggest a frank boardroom discussion on some strategic issues with tactical implications. Many mergers have failed from lack of attention to the "people question." This is a good case study in OD !