JetBlue taking the buffet line airborne

Earlier today, JetBlue announced that they were launching an all-you-can-jet for one price promotion for just $599. While this sounded like a great promotion that would get a lot of press and also drive business to the airline, my boss may have summed it up best by saying that the promotion was a lot like a buffet - most people will take 1-2 trips 3-4 at most, but for the  most part  the airline would make out.