And the old guard have survived so long for a good reason: loyalty to the chief.
"We won't get into a fare war," he said, deciding to keep Virgin's fare above the competition's, adding: "Our product is good; we've got good loyalty.
Loyalty's a good quality, blind loyalty to a bad idea is not an admirable thing.
"The crisis became a good test of loyalty," he explained.
That's been rewarded with a good deal of loyalty.
If you are after a good bargain, some loyalty programmes offer deals or discounts to members first, via email or social networking channels, that can sell out once broadly announced.
They've never had a job and have been cushioned from economic realities by welfare, enabling them to have a good lifestyle without loyalty to Britain.
"Loyalty is a good quality," she says, "but loyalty to something that's wrong is not good".
He was a good patriot, and his loyalty to God and country occasionally achieved the majesty of thunder.
They become motivated not by the right thing to do but by loyalty, a good headline, an opponent crushed and, above all, the "impossibility of a U-turn".
