Nothing new in Kirby's remarks, at all. Strategic yield management / selective price-matching is how Bob Crandall at AA ran PeoplExpress out of business 35 years ago.

I think it's years too early to tell if Neeleman's new airline will have any impact on the market, let alone succeed. I do know that most travelers do not want to fly to a faraway secondary airport. If you're flying to Chicago, you want to land at ORD or MDW, not Rockford or Gary. If you're heading to London, you want LHR or in a pinch LGW, not Luton or Stansted or Southend. The idea that there's a huge cohort of travelers willing to drive / ride an additional 60 to 90 minutes to the middle of nowhere to avoid a big well-located airport is not borne out by actual market behavior, at least in the US.