I love the comments in this thread that try to suggest that "CO" or "SHARES" is so incompetent that they have no idea what their passengers are doing.

The reality couldn't be more different. Here is just one document that covers, in plenty of detail, what they were doing several years ago. Guess what PSS was in use at the time? I know for a fact that 4-5 years ago they were way ahead of what any other US airline was doing in this space - I haven't kept up with the detail since:

http://www.fuqua-europe.duke.edu/cen...Case_Study.pdf

The most likely reason that we're not seeing a nimble, quick-acting response to changing customer travel profiles is that they just finished a rather substantial merger and are still focusing on the operational metrics. Once you get that right you can focus on more nebulous things like this.