You're right. There are a lot of people in Brasil who like Azul because it's cool and provides good service above what LATAM and GOL do. And with its partnership with UA, although people are often still price-sensitive in way that means booking through Azul is not the determining factor, it probably does not help AA. Azul also has flights on its own metal from Campinas and Belo Horizonte to FLL and MCO, which covers a not insignificant amount of traffic to two of the most dense areas of Brasilian ex-pats in the US.