I am sure the Delta fanboys will give me condescending lectures on my lack of understanding of the term, but I think the feeling of many us is that the "goodwill" of the Delta brand is being eroded by their recent and continuing practices. That goodwill in large part derives from the reputation and brand loyalty engendered in its longterm customers over many years by past management. I cannot argue with how they choose to run their business. I can only vote with my feet and my dollars, and that only to a limited extent, living in a hub and with US airline industry being an oligopoly.