Jenstar
I was at the airport early today too, after speaking at SES, for the same flight... and I had to hang around until the Alaska people showed up too. The problem was that we had to sit there with luggage... with only about 8 seats available to actually sit in. It would have been much better if they had a sign at least saying when they came back... because it was a code share, I wasn't sure if I should be heading off to the American teminal to check in there.
Google has been doing this for at least a couple of years now. They also go after those with AdSense in the URL. Enforcement is pretty hit and miss though.
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