I was under the impression that most people are price conscious and select the lowest cost option. This is not the target market for branding. Now there are so

I was under the impression that most people are price conscious and select the lowest cost option. This is not the target market for branding. Now there are some(how many? I don't know, but its a small minority 10-20% if you look at Coach/First Business class ratio) that are not price sensitive, sure, but isn't it they case for them that they know well after some amount of flying what airline they like? I select between delta and southwest. I just open two tabs and look. Then there is a question of whether airlines even offer new stuff frequently enough for people to change there preference? (I mean its not like they build the analog of a new iPhone every year for people to sit up and rethink their choices). The last innovation I heard was Delta's division of classes into Basic, Premium and Delta Comfort+ thingy quite a few years ago. [1]https://thepointsguy.com/news/tpg-best-us-airlines-2022/ https://thepointsguy.com/news/tpg-best-us-airlines-2022/