Having experienced difficulties with some of their military programs, Lockheed was eager to re-enter the civilian market with a smaller wide-body jet, and their response was the L-1011 TriStar. Douglas Aircraft answered American Airlines with the DC-10, which had a similar three-engine configuration and dimensions. Despite their similarities, the L-1011 and DC-10's engineering approach differed greatly. McDonnell, who had recently taken over Douglas Aircraft, directed DC-10 development on a "very firm budget, and cost overruns were unacceptable even at the expense of safety", and the conservative approach meant reusing Douglas DC-8 technology. By contrast, Lockheed would "take the most advanced technology of the day and when that technology was lacking, Lockheed created it" for the L-1011 in order to give it lower noise emissions (in the early 1970s, Eastern Air Lines nicknamed the L-1011 "WhisperLiner"), improved reliability, and higher efficiency over first-generation jet airliners. The TriStar name was selected in a Lockheed employee naming contest for the airliner. The advanced technology that went into the TriStar resulted in a high purchase price. It has been said that "airlines could get a 747 for slightly more, or a DC-10 for a good deal less".