Following Adam Smith's theory, the CEO's job for a company or a business, is indeed to maximize shareholder value, as long as the company or the business exists in a system or a society there is a competition mechanism. But in many cases, the "competition" condition does not exist.

We in Canada does not have this condition there two or more companies compete for full services in airline industry. (In US there are 4-5 major companies competing, and Westjet can only compete regionally and in certain sectors).

So an unhappy flyer has no choice to turn his/her back against Air Canada.

In a competiting environment, one thing a CEO also has to do, in order to maximize his company's value, is to take care of the customers, because when they all walk away (or a few walk away), his company's value will go south.

In Air Canada's case, there is no doubt that Montie is deely convicted of his business model and the changes he wants Air Canada, and more importantly all AC customers, to make.

I believe most AC employees are doing a fine job. I just hate to see Montie's eyes: they are full of $$$$$$$$$$$$$$$$$, because anything an AC flyer wants to do, as long as it involves AC, the flyer must pay $$$$$$$$$$$$$$$$$.

Maybe this is the world Montie has envisioned. AC Employees? they tag along, because the $$$$$$$$$$$ pay the salaries.

What Jeffrey Simpson wrongly pointed out, maybe for politically politeness reasons (as he does not want to alinate AC employees, so only bashing AC management is usually a safe bet), is he tried to find an excuse for AC Employees.