an extraordinary price at the time for a vacuum cleaner. Part of the price premium was no doubt for the aesthetic quality of the machine, much like the apple iMac and the iPod. Yet two pricing experts world probably never come to the same conclusion, regardless of how much data they were able to obtain. The science cannot be ignored, but neither can the art. No industry has transmogrified pricing into a science more than the airlines, with their yield management software capable of making millions of price changes based on myriad factors. However, a lot of those factors must be judged and entered into the computer software be a flesh-and-blood human being, such as which city is hosting the Super Bowl or the Olympics, and betting odds on sports games, which certainly affect air fares.