Bethune once said "you can't take the cheese off the pizza"... Jeff has not only removed the cheese, but has deficated on the pizza.
The quote:
It's the old adage: You can make a pizza so cheap, nobody will eat it. You can make an airline so cheap, nobody will fly it.
Gordon Bethune
http://www.brainyquote.com/quotes/quotes/g/gordonbeth543779.html
Gordo's wrong. Little Caesar's, Totino's, Chuck E Cheese, Spirit, Frontier, Allegiant, and Southwest have proven that no matter how cheap you make things, there's a line of buyers for your product.