lets also not forget the other virgin brands a little more. if virgin atlantic flys to OZ or NZ then i think ANZ and QF are bricking it. imagine what ANZ thought when they kitted out the Virgin 747's last and this year in Auckland. they saw state of the art inflight entertainment with videos, phones and ninentendo for every passenger, inflight bar with stools and couch and in flight beuty stations for airfares cheaper than what they could offer with a pull down 3 colour cinema screen ala 1970's inflight entertainment. profit margins will hurt more as the public will have a choice and they will march with their dollars.