UK: Cheap and cheerful.

UK: Cheap and cheerful. - With the simple, no frills philosophy that if you reduce the price more people will fly, easyJet, the brash Luton-based upstart, has already unsettled some of the big players.

by Rhymer Rigby.

With the simple, no frills philosophy that if you reduce the price more people will fly, easyJet, the brash Luton-based upstart, has already unsettled some of the big players.

In-flight magazines are the semolina puddings of the media: bland, sweet and far too insipid to offend. Here, you feel, even Mary Whitehouse couldn't find much to grouse about. It comes as something of a surprise then, when flicking through easyJet's on-board organ, easy Come easy Go, to see the headline, 'We kicked KLM's ass and got an award to prove it'.

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