The buzz JX has gotten reminds a lot of the initial excitement surrounding B6 (JetBlue) thirty years ago (kind of innovative, adopted by savvy folks, too thin to comprise a serious threat to the status quo, novelty factor wore off quickly but cult like status endured longer). The thing is, some of the ideas B6 introduced to the game really were quite good/unique (e.g live TV, generous seat pitch, cheap, low stress airports like LGB). I'm not convinced JX has similar carrots unless you count things like the 7-11 partnership.