.
.....That's because the demand for more savings is never ending and .....
Many moons ago I remember a BA pilot telling me that when he was promoted to Captain he first had to undergo an indoctrination course, where they were educated about the running of various departments of the company and passenger handling. Part of this Touchy/Feely-All-Pals-Together course involved running a mythical marketing exercise, and my pal told me that they came up with ideas that, they claimed, would make the airline 10% better than the competition.
We don't want to be 10% better than the competition, said the Marketing Moguls, that would cost money, we only need to be 1% better - a much easier, and financially manageable, target.
Says it all, really.