The world was a very different place in 1999. While the US economy was booming and carriers were raking in profits, one of the industry's serial entrepreneurs saw some things that he considered amiss: high fares, restrictive policies, poor service and fractious labour relations.David Neeleman had earlier co-founded and sold Morris Air to Southwest Airlines, established Open Skies - the first electronic ticketing platform, which he later sold on to Hewlett Packard - also co-created WestJet, and would later set-up Azul Linhas Aereas Brasileiras. He joined Southwest in 1993 as part of the Morris Air acquisition and was perhaps considered to be the heir apparent to legendary founder Herb Kelleher but instead was fired after just a few months.
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