Well, after 25 yrs of the constant squeeze, i'm not so sure Swire will wake up to the obvious. In fact, evidence to date suggests that they never wake up to anything (other than their own bonuses). They certainly are proving to be incapable of running an airline in a competitive environment. Product, quality, marketing, innovation...every single area they are lacking in. There is no hope for CX unless it is sold and the Swire's are eradicated from our management.