Almost by definition, the opportunities presented to the LCC sector imply introducing some form of differentiation, at least temporarily. In an industry whose product is constantly challenged to avoid being a mere commodity, it is difficult to maintain a difference for long, be it technically, operationally or for example in in-flight services. Imitation comes quickly. But some carriers stand out, at least holding on to a special position for many years; again, Southwest has been one of these.
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