Travel / Airlines: Upstart with A Difference

Here's a novel idea for an airline: "People don't need to be treated like cattle." Founder David Neeleman's basic premise is giving lift to jetBlue, the lone, thriving survivor of a disastrous year for new airlines. In recent weeks, such upstarts as Pro Air, Legend and National all went bust, casualties of high fuel prices and hypercompetition from the big boys. That's not as likely to happen to jetBlue, whose business plan is well designed, well funded and well targeted.

Neeleman loved the potential he saw in New York City, largely considered a competitive hellhole for discounters. "Nineteen million people and...

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