There have also been high-profile failures and faux pas. Amazon.com was criticized for irrational price changes that resulted from a revenue management software bug. The Coca-Cola Company's plans for a dynamic pricing vending machine were put on hold as a result of negative consumer reactions. Revenue management is also blamed for much of the financial difficulty currently experienced by legacy carriers. The reliance of the major carriers on high fares in captive markets arguably created the conditions for low-cost carriers to thrive.