Also, if you are combining an e-ticketed flight on Carrier A with a traditionally ticketed flight on Carrier B, on the return leg, you must present the voucher to Carrier B to prove that you have a valid booking on Carrier A to fly out of your next stop.
They have embraced companies that serve them well, such as Zappos (an online shoe shop that lets you order, try on and return as many shoes as you like) and Southwest Airlines, a cheap but friendly carrier.
But creating a highly efficient network carrier while guaranteeing the quantity of services and territorial coverage sounds a much taller order for any buyer wanting a return on its money.