Given the amount of bad press which most airline management teams seem to attract on pprune on a regular basis, with criticism covering every conceivable angle from financial incompetence and lack of commercial acumen to inability to run a reasonable crewing structure, can you blame NOW! for trying a different approach. It might just make a refreshing change.
Some strange little beardy bloke with a slightly dodgy background in selling records doesn't seem to have done too badly out of the airline business - what experience did he have?