Airline A offered discounted fares of 35% off with no-frills service, including removing free food and drinks. They claimed this attracted 56% new passengers, increasing revenue by $4 million. However, Airline B's study found only 14% of discounted passengers were new, and it lost $543,000 in revenue. Airline B and others challenged Airline A's survey methodology and findings. The experiences of Airline A and B differed, with Airline A claiming success but B reporting losses from the discount fares.