This is where fixed pricing comes into it's own though.
Someone wants to fly to Barcelona, for example, the day of NOW launching services there and that day is tomorrow. Cattle-truck airlines also flying from Luton is charging silly money while NOW, offering a premium service, is the same price it will always be. The guy/gal buys the NOW seat and enjoys the service and isn't told he is cheap and becomes a loyal customer telling all his/her other friends how good it was and how nice it was to be treated like a human being. Suddenly everyone knows about NOW, but only the good things and not the appauling demonstrations of the lack of customer service shown by Cattle-truck airlines on their TV show on ITV.
PS. So as not to encourage JMC-man and his alter ego's (priscilla, Sq Ldr WX et al) please ignore any posting he may make on the subject of NOW. His sim is in flight freeze and going nowhere!