Can you elaborate on how market inefficiency is the issue? It seems others have tried similar schemes (Virgin America ran a private jet website with the same intentions), or attempted to open the market through smaller "taxi" planes (Embraer Phenom) or wholly regional airlines (Independence Air), but the cost of fuel and labor prevented increased adoption.

The private jet market is scheduled at the last minute and filling unused seats (or return segments) seems to be quite challenging, even if offered as one way last minute deals to consumers. Is the goal to have a Southwest like "Ding" fare alert for subscribers?