"Two or three years ago, we decided to do something truly revolutionary in the airline business, and that was not just offer very low fares, but to offer very low fares and be nice to people. And that being nice to people has... been truly transformative of our business. In the last two years of being nice to people, my traffic has gone up from 80 million to 115 million, and my profits have doubled... If I'd only known that being nice to customers was so good for my business I would have done it years ago. But I'm still learning as we go along."