A Royal Society research team member, Jules Pretty, says the team took into account a number of changes that are expected in coming decades, such as climate change, massive rises in world population, and new consumption patterns.
VOA: standard.2009.10.21
Somehow market participants expected greater consumption in the 2010 holiday shopping season.
Conversely, other airlines, such as Alaska Air, hedged a smaller percentage of their expected fuel consumption, and as a result, their annual savings were much less during that same period.