I understand that the new CEO has a business travel background...

I understand that the new CEO has a business travel background which is probably why he wants to target this market for VBA. But does anyone else think that business travel is an odd fit with the Virgin brand? When I think of Virgin Blue and V Australia I think of young, fun, energetic - it seems to be more of a leisure fit. Does anyone else think a focus on business could backfire for the airline and at the same time further dent its reputation as a cheap domestic and leisure airline?