I think connectivity was one of your key pillars that you mentioned.

Yeah, that's right.

So there are four pillars, which I think that the airline really needs to focus on.

One of those was that connective tissue.

And by that, what I mean is that the airline industry... generally is very siloed so you have people who are responsible either for products or parts of the passenger experience whether that's lounge or in-flight or it could be the food or the flight entertainment and sometimes when those departments are so siloed there's a real missed opportunity to take a step back and look at from a passenger's perspective how they all work together yeah and And I think that's the evolution that we need to start seeing from airlines.

It's no longer about bringing out the best seat or the best in flight entertainment because we're kind of reaching that plateau where they're all offering very similar experience.

So, yeah, it's all about finding that connective tissue, those little moments that really help tell a story for a brand.

But what does that part of the sector do in terms of increasing its product, improving its product for the customer?