I think that they have forgotten that they are an airline. Some consultant has probably sold them on the idea that they can use their brand to peddle credit cards, hotels, shopping and services, creaming off a commission on each transaction. Then they remembered that they still have seats on planes to fill. I am sorry to say that it is a terrible indictment of the Swire family and their policy of hiring Oxbridge grads, and shuffling them around the group every 3 years. What company other that Swire Pacific has a share price in 2022 that is about the same that it was in 1982? Clearly a group run for the benefit of overpaid incompetent directors and managers, not customers or owners.