"I'll never fly --- again."

I've heard that from friends and acquaintances. I've read news stories that quote people who say it (usually after some significant irregular ops event). I've read it on FlyerTalk, for that matter.

However, in my experience, they usually mean: "I'll never fly --- again, unless they're a nickel cheaper than their competitors for some trip that I'm booking." Not too long ago, an acquaintance swore that he would never fly TZ again. (A wise idea, in my opinion.) But, when TZ turned out to be slightly cheaper than the other options, he decided to fly TZ again.

To me, unfortunately, this crystallizes why airline service is unlikely to improve, in most cases.

So, in your experience, do "highly price-sensitive" travelers ever vow to avoid an airline and then actually stick by that?