Talk to just about anyone who flies for business or pleasure and almost to a person, they say, “I hate flying!” And then they usually launch into a laundry list of complaints.

And it doesn’t seem to be getting better, either. A recent news photo showed a couple that had just deplaned. Both were wearing facemasks to protect themselves from possible germ contamination. Not a pretty picture in more ways than one.

Sure, there’s Southwest Airline and Jet Blue, the low cost carriers. And that’s what makes this so interesting. Is it any accident that customers opt for the lowest possible price? Of course not. Why would anyone want to pay anything but a rock bottom price for flying when they hate the experience?

All this came to mind while reading a recent WSJ article, “The Golden Age of Flight,” which recalled earlier days when the service was impeccable and the planes were loud and less refined than they are today. Yet, people loved flying, even though it was pricey.

And that’s the point one airline consultant Stanley Plog makes about flying. He has conducted studies of airline comfort, and comments in the article, “I love to fly. But today I avoid it when I can.”

The message applies in many other sales situations. No one wants to pay for pain. Some customers order from Amazon.com, even if the price is higher than others. As one person said, “Yes, I paid more, but I know they will take care of me.”