There exists a growing trend within our industry to move in the direction of a mass market air transport system with emphasis on greater efficiency of equipment, capital, and energy. While satisfying the essential needs of the market majority the mass market approach compromises the needs of the more service oriented market. Such compromises are changing the perception of the industry from service conscious to price conscious. It need not be either price or service - it can be both. Within resource limitations further specialization can produce satisfaction in both the lower fare mass market and the higher fare service market. In addition specialization carries with it the benefit for further product differentiation thus improving potential profitability in a highly competitive industry.