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I hate to say it; but my prediction for the use of this service goes about like this:

Several young, socially connected folks give it a shot.

Horny dudes browse the passenger list looking for a "hot chick" to sit next to.

Girls wise up to what the guys are doing and stop signing up.

Guys do what we always do and lose interest in yet another "social activity" completely devoid of women.

And those individuals will hopefully get honest reviews and their douchebaggary will be known to the world. I highly doubt many people will do this unless they don't care about their reputation, networking, etc.. And besides if they do develop a certain public reputation then no one will want to sit next to them.

I think this idea is absolutely brilliant. It makes me even want to travel more. I love meeting people and have different interests I'd be happy to talk about for hours and hours with someone. You'll either learn new things, make contacts, or be teaching someone whereby you're strengthening your own understanding. It's win-win-win!

Cultures are different enough across the world that this might work somewhere, possibly in Holland since KLM is organizing it.

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