Yes, but consider how your average bloke feels about the airline industry on their scale from ambivalence to near-total disgust. Publishing is very different. Dynamic pricing can target the marginal consumer in a business that is as differentiated as a utility and with pricing power bumped up around regional duopolies; it is much, much harder to replicate in a publishing world where the New York Times now competes with The Guardian, where both in fact feel essential (along with 7 other publications), and where trust and affection are crucial to the reader’s sense of value in the newsprint.

This isn’t a case of a business being hamstrung by its principles. Its principles are the business. Hence the ‘Chinese wall’, and dumb pricing and a tote bag.