NorthAir charges low fares for its economy-class seats, but it provides very cramped seating and few amenities. Market research shows that economy passengers would willingly pay more for wider seating and better service, and additional revenue provided by these higher ticket prices would more than cover the additional cost of providing these amenities. Even though NorthAir is searching for ways to improve its profitability, it has decided not to make these improvements.

Which of the following, if true, would most help to explain NorthAir’s decision in light of its objectives?