Through the years, people have had the attitude that you get what you pay for. But the opposite seems to be true among the airlines. It's a real paradox; the full fare airlines often offer less service for your dollar than the discount ones. For years, the full fares used their clout in Washington D.C. to block Virgin mogul Richard Branson's efforts to launch an airline in the U.S. market. So finally Branson reduced his role in Virgin America and now the airline is making waves on the West Coast. As with all Virgin-branded products, Virgin America offers ultra classy and extra thrifty service. He's brought elegant back to first class and near-elegant service back to coach. The Los Angeles Times is even reporting that the discount airlines are feeling the hurt from Branson's move. Look for Virgin America to expand if they're successful on the West Coast.