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Virgin America Launches O'Hare Service; United, American Try Slap-down

Virgin CEO Richard Branson set the tone for Virgin America's challenge to competitors when he dressed as a prizefighter named "Bruiser Branson" for a press event launching the carrier's service from O'Hare International to San Francisco and Los Angeles: Branson is "calling all bums," to borrow from Muhammad Ali. It seems the Sonny Liston and Floyd Patterson of the domestic carrier world have taken notice. United this week said it was launching double award mileage for its Mileage Plus members in Illinois or California who book nonstop United and Continental flights between Chicago and San Francisco or Chicago and LA. American plans to add one round trip in June between O'Hare and Los Angeles on Thursdays through Sundays, meaning 11 daily round trips on peak days.

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