airport

(landing fees)
high switching cost

airplanes:

there are many airlines selling used airplanes. They offer the same price to
everyone.
(Widely available to anyone)

Truck:

more truck providers than airplane providers

fuel providers:
retailers
commodity
there are enough fuel providers, the quality does not really matter.

Segment targeting
they decided early (path-dedpendcy)
targeting all the high volume customers (relationship)
if ups and fedex
(faciliites made for international delivery, not only for a few customers /
incompatible)

airborne figured out purposefully or not to target