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What happened?
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By adding more seats, they were able to reduce the prices of the tickets thus making them more affordable to John and Jane Doe. Within a decade of making those changes, PanAM, Eastern, United, American Airlines, and British Airways more than quintupled their profits and added more than 500 new aircraft and hundreds of more destinations to their itinerant flight plans.
The consumer is still given the options of larger seating and up-scaled service in Business Class and First Class cabins today, but at a higher price.