Crude Awakenings

As crude-oil prices soared to record levels in July, South Korea's flagship airline, Korean Air, established a nine-member fuel-management team charged with a single purpose: contain escalating fuel costs by wringing every last bit of mileage out of their aircraft. One idea the team floated during early brainstorming sessions was to ask crew members to lose 4.5 kilograms each, thus lightening in-flight loads. Another was to install rest rooms next to airport gates, using the power of suggestion to encourage passengers to shed a few grams by relieving themselves prior to boarding. Someone even proposed limiting the number of toothpicks in...