Virgin America sustains its perpetual paradox – high passenger praise and zero profitability

Shortly after Virgin America reported losses for 4Q2012, FY2012 and 1Q2013 the carrier added to its list of customer accolades by winning the top spot in customer satisfaction from Consumer Reports. It is a pattern that has been repeated throughout the carrier's six-year existence - constant praise for its innovative customer service and equally continuous elusive profits.

During the last year Virgin America has made changes that it hopes will reverse its string of losses including slowing its growth, reworking its network to withstand seasonal troughs and attaining relief on some of its debts.

Even as the changes are largely in their infancy, sceptics are right to question the carrier's staying power and how Virgin America fits into the mature US market place.