Airlines are the most obvious example of this, of course. What used to be a standard experience (a free checked bag and snacks) are often now add-ons. And the airline model is steadily infiltrating other spaces, even the cinema. Paying for better seats is already common in the UK, in chains such as Odeon and Vue, but now it’s rolling out across the US. Earlier this year Adam Aron, the CEO of the cinema chain AMC, said on an earnings call that paying members of its VIP loyalty programmes will soon get priority access to seats with the best “sightline”. Which, honestly, seems a shortsighted strategy considering cinema attendance is dropping. But I don’t get paid $11m to $25m a year, depending on how shares are doing, like Aron does, so what do I know, eh?