That year United started its quick-hop Shuttle service, which tried to beat Southwest at its own game by offering cheap fares, plentiful flights and no-frills service from its main operations in Los Angeles and San Francisco.

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Like competing no-frills cards, Discover it strips away many routine service charges and guarantees live access to American-based customer support agents.

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Its no-frills mandate--no meals, no in-flight service, no travel agents--is popular with both budget-seekers and jet-setters.

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