 Moreover, unfettered from timetables non-skeds could delay flights until they were full or nearly full, while scheduled airlines had to charge exorbitant prices to ensure profit on half-empty planes.The non-skeds found a large and willing market for this new service, frequently advertised as 'aircoach' in reference to the established use of 'coach' to mean respectable middle-class travel on trains and ships.Americans who had never flown before could now afford the luxury formerly reserved for men of business; non-skeds flourished around population-dense cities with big airports.