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I have just booked two flights. The first (flying in a weeks' time) is from Leeds to Glasgow: distance 250 miles. The second (flying in two week's time) is from Leeds to Boston via London: distance, quite a lot more - about 3,000 miles. The 250-mile flight has cost me £250 and the 3,000-mile flight has cost me £280. Now, I do not know a lot about the economics of running an airline, but I can work out that these prices have nothing to do with economics and everything to do with understanding and exploiting competitive and non-compete markets. It does us system thinkers good to remember that there's more than one way to add shareholder value.