You start an airline, you work hard, you get lucky, you make money, you pocket a fortune.
Things settle down and business gets a bit tough. Hey lets call it a challenge. Everyone works that little bit harder.
You then tell the world the staff are where the cost cutting can be made.
Be very careful, you are only as good as those that surround you.
In a chirpy airline, dropping morale could serve you a savage blow. The airline depends, no prides itself on the smiling, helpful staff. This could really backfire I suspect.
Do not line your pockets with gold and hand the boys peanuts.