It's funny how personal a connection brands try to make and they want to associate it with good things. Wallmart gives you good prices, and so on. And here w

It's funny how personal a connection brands try to make and they want to associate it with good things. Wallmart gives you good prices, and so on. And here we are a VERY personal connection that has real consequences, it's explicitly the most direct connection that brand tries to make to you ... and it's potentially hugely negative. "Delta hates me and charges me more than everyone else..." There's no recovery from that for many people I think.