The reason is that airlines are scrambling for unique features, many of them made possible by new technology, to draw passengers away from competitors' ticket counters.
The battle to attract more passengers from smaller markets has become so intense that airlines are now scrambling to replace their turboprop planes with jets.
Now that oil prices are wedged in the $30 a barrel range, airlines are scrambling - a bit frantically at times - to keep profits up as fuel costs soar.
The Government and several domestic airlines are scrambling to plug the holes in the air network.
To placate exasperated passengers, airlines have scrambled to get their planes in on time - by flying faster once in the air, for example, which burns more fuel.
The company has enjoyed tremendous growth in recent years as airlines have scrambled to obtain planes to replace aging fleets and to take advantage of a booming air-travel market.
As airlines scrambled to reschedule grounded flights, thousands of travelers remained in limbo.
As United moved to exit bankruptcy protection, two other airlines scrambled to avoid having to seek it.
And late yesterday, the airline was scrambling to find new flights for the latest stranded passengers.
The airline unsuccessfully scrambled to continue operations.