Look at the examples I mentioned above. None of them reflect "free." People will pay for a genuine, positive customer experience. It's why people buy a BMW (aside from status, you pay for the experience).

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Yes, but as a percentage of cars on the road, there are way more Kias,Fords, Chevys and Toyotas than BMWs. Sure, a segment will pay for a genuine, positive customer experience, but the majority either can't or won't.

Take my parents: Both retired professionals who travel fairly regularly. They just pick the cheapest fare on expedia, and all their friends are the same.

My siblings are the same.

Cheers,
Geoff Glave
Vancouver, Canada