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How a dose of cold water can do wonders for common sense

There are still a lot of rationality shortfalls in the airline business. Because of their ancestry, it usually it takes a cold shower before airlines wake up to what commercial reality is. And that’s the very good news. It’s why the industry can now potentially adapt to a new level of oil prices – because there is still a considerable shortfall to be made up. British Airways’ quarterly report last week for the period April-June gives a small window into this new world.

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