Have One on Us (or not)

If you've paid attention to the travel news today, you may have seen that Delta Airlines lost its bid to trademark itself as "the world's most trusted airline." (There's not much to it, but here are the details if you're so inclined.) Now, the U.S. Patent and Trademark Office may have rejected the airline’s request on the ground that the motto is “not inherently distinctive, but rather is merely laudatory and descriptive,” but I'd like to further add that being the "most trusted airline" is a bit of a low bar these days.

For example, those who fly Delta regularly are no doubt familiar with the "Have One on Us" coupons that Delta offers as a consolation prize when a frequent flyer does not receive an upgrade. Until a few weeks ago, the coupons were good for one alcoholic beverage or one non-perishable snack. Then, very quietly, without so much as an email notifying flyers of the change, the coupons could no longer be used for a non-perishable snack.

I actually wrote to Delta about this, noting that among other things, the change seems to me to discriminate against those who do not drink, be it for reasons religious (Mormon, Muslim); health (transplant recipient, liver or kidney disease); or personal (pregnancy, family history of alcoholism). It's not that I feel entitled to a free snack. If Delta had merely discontinued the coupons, that would be the company’s right (as with all of the other, recent changes to the Skymiles program and benefits). The way they went about this just feels so sneaky and, frankly, mean that I can't help but be annoyed. Of course, Delta wrote back to assure me that they "fully cooperate with legislative agencies in order to ensure compliance with consumer protection and advertising guidelines."

Well that's a relief. But I guess the world's most trusted airline never was the one that invited passengers to "come fly the friendly skies."