Flying in cattle-class feels like a marketing experiment. Studies have shown that people’s spending judgment goes out the window when they feel down. Maybe, just maybe, airlines have colluded to test the limits of human patience and we’re part of a large marketing study: “When does a terrible customer experience stop delivering on ROI.” Underwritten by Delta, United and American Airlines. The above mentioned study rings true on longer flights (more than 3 hours) because you’re so desperate to improve your miserable situation. You stretch. You get up. You flip mindlessly through channels. You read the same page 5 times. And then you start to order. Food. Drinks. Sky Mall.

I just hope this study will be kept away from as many brands as posible.