However, for customers who had already begun their travel by the time the glitch was detected, the airline would honor their return fares.

CNN: Too good to be true: New York to Hong Kong for $43

Although he didn't rule out raising fares to pay for the plan, Neeleman says that if customers don't return to the airline, JetBlue may have to drop fares to get them back.

NPR: JetBlue Offers Passengers Rights, Compensation

Fares would be calculated to allow the airlines a return on their invested capital.

FORBES: Protect Your Wallet: Regulate The Airlines

Long and short of it was, if IR could get back the market share it was losing while at the same time boosting its return from capital assets, Kumar could return the operation to a sound footing even without touching the mass fares or laying off staff.

FORBES: On the Right Track