Not Bad, For A Dumb Idea

Los Angeles architect Richard L. Dachman used to fly Southwest Airlines on his monthly business trips to Northern California. He loved the cheap fares and frequent flights, but hated the lack of elbow room and the "cattle-call" rush to grab unassigned seats. Now, Dachman flies the Shuttle by United instead. His round-trip ticket to Sacramento costs $84--the same as Southwest's fare--plus, he enjoys an assigned seat and can use frequent-flier miles to upgrade to first class. "This is a lot more organized," Dachman says.

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