Well, everyday we talk about how important it is for businesses to expand their interactions with customers from the expected and often ignored to building brand touchpoints that are refreshing and actually enjoyable. Creating unique experiences in unexpected ways are the keys to transforming commodity transactions into valuable, equity-building, emotionally engaging interactions. Here is a perfect example. Easy to see why Southwest has already begun to show some unexpected changes in their own rock solid (and expected) service experiences. Ask yourself, if you were on a plane what would your reaction be to this, and even better wouldn’t you actually pay attention? Virgin America definitely gets it.