Soldato
Problem is the Market would reward those that were cheaper forcing airlines that attempted to horde cash for a rainy day out of business.
In the effort to optimise fiscal performance most modern business's operate along a very fine line. Any business that isn't up to it's neck in debt is considered bad because it could be investing said debt to make more money---apparantly. Which does lead to a bit of a problem when turnover doesn't quite work out as planned.