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Simplicity is what has made the upstarts successful in the first place--no complicated ticketing rules, no fancy service and no ads promising dreamy travel. The upstarts, like their passengers, accept the fact that flying today is usually a chore and at worst a nightmare. If, as they grow, they can continue to minimize complexity and hold down ticket prices, both parties will stay happy.
--Reported by Stacy Perman/Atlanta, Jane Van Tassel/New York and Richard Woodbury/Fresno