As another example, almost all airlines attempting to exploit the
business travel market find that, in order to do so, they must pander to the
pride and ego of those who fly. Such features as separate reservations
phone lines, a separate check-in desk (ideally with a piece of red carpet in
front of it) and separate cabins on board the aircraft do, admittedly,
sometimes have a practical purpose, of allowing the business traveller
access to useful benefits. However, of equal, or probably greater,
importance is that they massage the travellers’ ego.