787s slide quietly into service.

Usually the introduction into service of any major new aircraft type, particularly one with revolutionary features and likely to form the backbone of the fleet for the best part of the next 20 years triggers much celebration, and PR and media hype on the part of the proud new owner.

Somehow this doesn't seem to be happening amongst the rapidly proliferating operators of the much delayed 787. For example there wasn't a ripple on the surface when IAG's BA introduced the aircraft on its first "proper"  scheduled long haul services to Toronto on September 1st . In the UK Tui, the first British operator, didn't make a big thing of their 787 launch on its holiday programme a couple of months ago.

What's happening?

Is it a) That after all the adverse publicity around fires and problems with lithium batteries the airlines have decided that the best form of publicity is none at all and that it's best to just slip the aircraft into service, let it build up its own favourable passenger impressions and soon be able to say casually "Oh yes, we've had them for some time and they are absolutely fine. The passengers love them".

or b) That Marketing departments have won out in their long held belief that aircraft are actually boring or even represent more hassle than benefit and they form little , if any , part in customer choice of airline or flight?  Unless it is spectacularly different (step forward some A380s) , few sitting on board have much idea of whether they are sitting in a Boeing or an Airbus, and presuming the state of the interior gives no clues, whether the aircraft is brand new or 20 years old. Whether the engines are 20% more efficient or eco friendly or whether they are slurping paraffin or burning coal is of little interest to the man or woman in 47D,- or any other seat, provided that the engines are going round and his or her surroundings are good, the IFE is working and there is nothing visibly falling off inside or outside the aircraft. Hence the marketeers would prefer to save spending money by not shouting about having the latest, most efficient best aircraft in the sky but instead spend the funds on other activities to build (or even enforce-eg Frequent Flyer Programmes and alliances) brand loyalties.

The answer?

Probably both a) and b).