The times I flew on Aloha's old 732s, I didn't really get the impression that it was "effective" (words like "delayed" were more applicable to my flights, sadly)... but it always had more than two flights a day to my town, and it was certainly much more of a viable second-place player in the market than go! ever became. I flew Hawaiian more, but I know a lot of people preferred Aloha, and although Hawaiian increased its fleet and frequencies to compensate for Aloha going away, there was a loss of "choice" in the marketplace. In comparison, I'm tempted to react to the news of go! going with "...and nothing of value was lost."