 And welcome back everybody, Jeff Rick here with theCUBE. We are at San Francisco International Gauge 54B if you want to stop by. We're here for the big Alaska elevated flight experience event. They basically took advantage of this opportunity with the Virgin merger to kind of rebrand, rethink, and re-execute the travel experience. We're excited to have with us Ben Minakuchi, the president and COO of Alaska. First off, congratulations on a big event. Thank you, thank you so much Jeff. And I think you said you're two years into this merger, you're getting through it. We are two years into it. It's been a great experience bringing two great brands together and really amplifying the flying experience, getting a great product. We're unveiling our Airbus with new seating, new first class, premium class, main cabin. And we're so excited and more than that is just bringing our people together and just enhancing our culture. Right, so you talked a lot about people and culture in your opening remarks. What is it about the culture of Alaska? 85 or 86 year old airlines that makes it special? You know it's a wonderful culture built on strong values and what I'll say is for people who know Alaska, the culture is built on kindness. People who fly us will say your people are kind and they're empowered to do the right thing. It's two of our biggest values and that's what I love about our people. And when you combine that with a great product on board because people really feel great, they're comfortable where they're sitting in but if our people connect with them, make them feel welcome and they show kindness, then the brand just comes to life. That's really interesting because kindness is not something that you necessarily think about when you're rushing through airports and grinding on corporate travel, right, it's tough. So that's pretty interesting. The other thing I thought was interesting in your remarks is really your focus on your partner brands, both in the community, but as well as Recaro, the seat manufacturers doing your seats and even to the wine and Salt and Straw we're joking. So you guys are really paying attention to these little details and maybe people don't notice individually but in aggregate really make for a different experience. No, and I think what we wanna do is partner with brands that share our same values, that share our same values for producing a great product and their employees love working for them and they just love the spirit of partnership and doing something good for the community. So we always look for companies and brands that share our own values as well. Right, which is interesting because it's such a hyper competitive space. Airline industry is a tough space, you got tough margins, you got fuel volatility, but a lot of people are, a lot more people are flying all the time. So it's a growing business. So how do you kind of keep it balanced and compete when a seat mile is a seat mile, right? At the end of the day, that's what the Wall Street guys would tell you. The one thing about Alaska, we've been in business almost 87 years and we're in it for the long haul. So we make decisions based on long term returns and we do have, we know that price is important. So we do work hard keeping our cost structure low so we can offer low fares, but also a product where people want to pay a little more they can get into premium class or first class, but we're really an airline that want to make sure that we appeal to all sorts of travelers from, people are just starting out, just traveling in their teens or 20s or if you're retired, we want to appeal to a wide range of demographic. All right, well Ben, it looks like we're boarding the, we're boarding the new air bus, so I will let you go and- Thank you Jeff, it was a pleasure. Thanks for inviting us. Thank you so much. All right, he's Ben, I'm Jeff, you're watching theCUBE, we're at San Francisco International, the Alaska Airlines elevated flight experience. Thanks for watching, we'll see you next time.