SouthWest has just decided to finally abandon its famous Orca livery, an advertisement for SeaWorld, the amusement park in Orlando, Florida.
The pressure was mounting and more than understandably so.
Even though I personally have cherished memories of visiting SeaWorld when I was a kid, back in 1980, I couldn't help but being revolted when I saw the trailer of Blackfish.
The documentary focuses on the captivity of those incredible mammals, the orca, their use as performance animals and the rather horrendous confinement conditions they're submitted to.
I'm no scientist, I can't judge the entirety of the debate, but I can't help but sympathize. SouthWest made the right call here.