Singapore Airlines’ iconic tagline “A great way to fly” was manifest on a recent flight I had with them from London to Singapore. I received this card from the crew, thanking me for ‘believing’ in them. As someone who spends a serious amount of time riding the steel bird, receiving that intimate touch makes a big difference. Was I the only person on the flight to receive such a card? Unlikely, but the personal gesture counts. And really, I should have been thanking them. The pleasure was mine.