When you do a market survey of name recognition, Hertz is right up there with Coke. They'll be willing to pay a premium for the well-known name.

It's probably too little too late.

This process has plagued other airline mergers, and brings a risk of operational disruption or added costs.

The combined entity will face significant hurdles, particularly integration of its labor forces.

There's certainly been a history of low-fare carries going by the wayside,

With these fuel prices, they've gone through cash quickly, ... Their strategy might work, but the question is if they have enough time to test it.