what many people forget is that one of the reasons AA's ValuePricing "failed" is because NW simultaneously came out with 2-for-1 fares. AA insisted on matching the 2-for-1, but using the new lower ValueFares. As a result, roundtrip transcons became $200 per person. ValuePricing itself wasn't the problem -- it was Crandall's meniacal insistence on establishing a new fare structure for the industry, no matter what the losses everyone (incl AA) would incur.