S. has set the standard in first-class rafting, sea kayaking and multi-sport vacations, with destinations and unparalleled experiences on over 35 rivers and coastlines of the world since 1969.
In becoming the first Nobel-class economist to advocate the gold standard it suggests that his greatest contribution to human flourishing may lie ahead.
Myriad features come standard, with even more on the options list, including a first-class Meridian audio system and all the latest high-tech safety systems.
Even ministers were seen travelling standard class with the rest of us - although they occasionally found themselves upgraded courtesy of First Great Western between Wales and London.
Or when Virgin Atlantic set a new standard in air travel, offering manicures, massages and limo rides to the airport for first-class passengers and giving economy travelers seat-back entertainment systems with a choice of movies and videogames.