Scott Sonenshein, an assistant professor at the Jones Graduate School of Business at Rice University, stated, “Consolidation gives them more leverage. As a consumer, you will have less choices, fewer routes, higher prices and more fees” (Mouawad). This can be seen as an advantage for United- Continental, but it can also create a negative mindset in consumers toward the combined company. Now that the reasoning for the merger has been explained, it is important to understand how the merge was carried out. The merge was to be an all-stock transaction.