My understanding is that the AOC will be with JOIN and they will sell aircraft capacity to its members (unless these take out an outright franchise). Whether these will indeed market it under the JOIN brand is the interesting question - until now, the marketing of the likes of GLM or Jetisfaction suggests otherwise, but this might change of course. As the website talks about "local brand names" and the "family name", the concept could be that "JOIN" is a suffix and the members will operate as "JOIN GLM", "JOIN Jetisfaction" etc.