The business is there to serve its shareholders so it needs to be a profitable one - and that's, in the long run, good for customers too. I cannot for the life of me understand why customers care if it wants to be "world class". Pan Am wanted to be world class but didn't care about profitability and we all know what happened. "World class" is a meaningless concept. We might want UA to offer more customer goodies for less money, but that doesn't make it "World Class".