Originally Posted by JS
I say it's unreportable because I don't think there's a place to put goodwill and that sort of thing on a financial report.
Sure there is.
Delta carries about $2B worth of goodwill on their balance sheet.
Originally Posted by JS
Marketing does that, whereas financial reports have to stick to verifiable, "black and white" figures.
Financial reports are anything but black and white. While each individual number may be accurate, it often is difficult to discern a true picture of a company's health.
IMO, airlines report only the incremental cost b/c they believe that substantially is all it really costs them!