It reminds me of those business case studies in B-school. Time and time again businesses get involved in areas that are not their expertise. Stick to the core business and outsource the rest. What kind of margins would Jet Blue gain by building internet access on other airlines aircraft? Genuinely asking here Here is another piece of info.
Jet Blue does not have a fuel management department......It is outsourced to World Fuel Services. They pay WFS a management fee for doing the job. No overhead on labor, technology, consultants, etc etc.