"You're going to begin to see demand destruction based on the pricing environment." - Bob Jordan, CEO of Southwest Airlines, April 23rd

"We've finally gone too far on pricing" is a wild thing to hear a CEO say out loud in 2026.

It's not that the prices are up to milk the consumer. Look at Southwest's thin profit margin. Costs are up

	▲	OgsyedIE 2 hours ago \| parent \| next [-]
		Costs aren't just up on the shocks of this year. The daily production of all diesel and jet fuel per capita has been declining month on month since 2008. The per capita part is very important to explaining the figure, don't ignore it, but if you break oil (and related products like kerogen, bitumen and NGL) into light, medium and heavy we hit peak medium oil in 2008.
	▲	SoftTalker 2 hours ago \| parent \| prev [-]
		Jet fuel has more than doubled in cost just this year. That wasn't in anyone's plans.