But despite its near-ubiquity overseas, many U.S. consumers only began experiencing the Virgin way within the past few years, with the 2007 launch of Virgin America. Named "Best Domestic Airline" four years running by both Conde Nast Traveler and Travel + Leisure, the carrier has earned a loyal following by putting small spins on air travel -- purple ambient light and black leather seats in its cabins, Wi-Fi and power outlets, touchscreen entertainment systems that also allow passengers to order refreshments without waiting for the dreaded drink cart and a staff that seems to share a bit of its boss's irreverent streak. (Editor's note: I once boarded a Virgin America flight to Los Angeles carrying a skateboard, to which a flight attendant said, "That's going to make the beverage service a lot of fun.")
Like a growing number of consumer brands, Virgin America has found a way to turn customers into fans -- with nearly 322,000 Twitter followers and counting, its tally eclipses that of Delta, the world's largest carrier. But the subtle differences in the Virgin travel experience are actually part of a very concerted effort by a scrappy airline that, while growing, is still nimble enough to out step its legacy competition.