Boarding the plane in Atlanta I looked over and saw a large, weathered sign posted on the side of the terminal above the conveyor belt used to transport luggage from the tarmac to the baggage claim area. The sign read (my emphasizing):

"A LASTING IMPRESSION. Picking up their luggage is the last experience passengers will have with American Airlines."

This is awesome! The understanding that American Airlines has for the power of creating and delivering a great user experience which involves more than the air travel from point A to point B.