The stakes are raised for SIA, not only by its competitors but also by its customers. A company with a sky-high reputation attracts customers with sky-high expectations. SLA's research team has found that SIA attracts a disproportionately large number of very demanding customers who expect the best: Customers adjust their expectations according to the brand image. When you fly on a good brand, like SLA, your expectations are already sky-high. And if SIA gives anything that is just OK, it is just not good enough