On January 17, 1985, American Airlines launched Ultimate Super Saver fares in an effort to compete with low cost carrier People Express Airlines. Donald Burr, the CEO of People Express, is quoted as saying "We were a vibrant, profitable company from 1981 to 1985, and then we tipped right over into losing $50 million a month... We had been profitable from the day we started until American came at us with Ultimate Super Savers." in the book "Revenue Management" by Robert G. Cross, Chairman and CEO of Revenue Analytics. The yield management systems developed at American Airlines were recognized by the Edelman Prize committee of INFORMS for contributing $1.4 billion in a three-year period at the airline.