There is an assumption that all new airline startups are built on the model pioneered by Southwest: low costs, low fares and simple operational models. While true much of the time, there are instances when a low cost platform has been the basis for an upgraded product. Such is the case at Virgin America, the US bearer of the Virgin brand and designed to provide a distinct type of service to the market. In an extended interview with Virgin America’s President and CEO, David Cush, he summarised the airline’s appeal by stating that, “With us, you always get a good ride”. That is a claim generally substantiated by overwhelmingly positive customer responses as well as a lengthy list of awards already collected by the 4-year-old carrier.