I smell a Delta employee. My humble apologies if your not, but this sound just like a Newbie Exec fresh out of an MBA program that the Company shelled out top dinero (No Robert)for and your objective is to "think outside the box" or "break the paradigm".
That being said, 1.) replace the fare structure with an understandable model, 2.) treat the customer like YOU would want to be treated, 3.) respect your employee's, 4.)reward your stockholders and do it in that order.
Again, my apologies if all you say is true but the professionalism of your writing, limited number of posts, hidden e-mail account all triggered the paranoia in me, no it didn't...
G