What happened is every other airline has tripled its value after the recession, while JetBlue is still in the dumpster. JetBlue needs to change its entire management team which is full of no names who know nothing about the business. "We're in the sweet spot, we are contrarian, we serve the under served." Nice buzz words that mean absolutely nothing. JetBlue is not in the sweet spot. They are in the dead zone where no other airline wants to be. The management has made all the wrong moves and Wall Street is letting them know it. They want to grow internally yet have missed out on many opportunities to merge with other carriers. That is why DAL, UAL, LCC, AMR, and LUV are doing well with their stock price.
JetBlue's product is old and tired. It has not changed since the company started flying in 2000. JetBlue's product is second to Virgin America. JetBlue's aircraft interior is old and in dire need of an upgrade. JetBlue spent $300 million to install new TVs in Continental's aircraft (now United) through its LiveTV subsidiary, but spent $0 on it's own fleet. #$%$.
Every other airline is creating great revenue through charging for the first checked bag. DAL charges $28 for your first checked bag. JetBlue $0. That about explains the revenue side of things. It's not all about cost Mr. Dave Barger. It's time you tap into these revenue opportunities while it lasts.