Richard Branson has been extolling the virtues of a return to supersonic air travel by backing a new prototype, 'Boom', that could offer a 3.5 hour return flight from London to New York for a cool $5,000.
From an innovation perspective, this looks to be an exciting project - whether it actually gets off the ground (no pun intended) is another matter entirely of course.
However, I can image the demand for tickets would be huge for such an exclusive, premium method of transport.
I'd still want free champagne though...
Scholl said tickets would cost “about the same as tickets in business class”. “I don’t know a single person who wouldn’t want to get there in half the time, rather than have some free champagne,” he said. “It won’t be a bucket-list purchase any more. There is a huge market and the margins are enormous.”