Hmmm. Interesting.

So why is Westjet's nationality now seen as such a critical brand attribute? (Hardly anyone notices or cares that KLM is Dutch or Delta is American or Copa is Panamanian or...you get the idea). Do they theorize that they're losing revenue because people think WS is flagged elsewhere?

I'd have thought that WS would be more concerned about other brand attributes that are actually unique to WS, no?