Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek.
Change them and there'll be ululations. Or, at the very least, mutterings of discontent.
Perhaps that's why Delta Air Lines hasn't made too much of a hullaballoo about a little change it's making, starting December 1.
I hope you're sitting comfortably and not, I don't know, flying a plane or something.
You see, Delta is raising the prices of its alcoholic drinks by one whole dollar.
Craft and imported beers, wine, liquor and cocktails are now $9. Yes, for those (wisely) tiny pours.
Of course, this only affects those who pay the least (hopefully) for their seats. The long-suffering Economy Class passengers.
Those in more advanced cabins -- even the oddly-named Comfort Plus, which is just the same seat with a little more legroom -- get free drinks.
In Economy, however, you have to pull out your credit card in order to numb yourself a little from the people seated on either side.
Oddly, Delta has been slow to raise its prices. American and Southwest have gone along with the trend.
I should add, though, that drinking on Southwest is still a bargain. A glass of wine, for example, costs merely $6.
Sometimes, the effect of such price rises is psychological.
How many Economy Class passengers will suddenly trade up to Delta's Comfort Plus, just to get a free drink?
Conversely, how many will resist buying a drink at all, resentful that the price has gone up?
Perhaps the majority will just accept it, allowing their need for a drink to overcome any resistance.
There are, though, two odd aspects to all this.
One is that United Airlines prices appear to have held. Its wines and spirits -- and craft beers -- are still $8. Might that be a reason to fly United? (No, I'm not entirely serious.)
The other curiosity is that Delta isn't raising the price of its sparkling wines. They're still a sparking $9.
Would Delta secretly prefer even Economy Class passengers to quaff (quasi-)champagne?
Now wouldn't that be good for its slightly snootier image?