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Big news: Alaska Airlines Acquires Virgin for 2.6 Billion$

As a Virgin loyalist my main questions is this: How will this effect the brand?

How did a little known company like Alaska Airlines acquire Virgin America? Alaska Airlines has been in operation for decades why the sudden interest in Virgin Atlantic and why did Virgin sell? Most importantly, what does this mean for Virgin Atlantic customers?

http://www.bloomberg.com/news/articles/2016-04-04/alaska-air-agrees-to-buy-virgin-america-in-4-billion-deal

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