Talking Point | United Airlines fired not one but two shots at Qantas yesterday, moving to upgrade its Melbourne-Los Angeles flights into a direct route and assigning the route to its new Boeing 787-9 Dreamliner for good measure.
It's another thorn in the Flying Kangaroo's hide, and this time Qantas can't blame an airline funded by foreign governments – this is competition, pure and simple.
It also makes for an intriguing choice for Melbourne travellers.
One the one hand is the potential lure of a Boeing 787-9 showpony, which not only offers a superb inflight experience for passengers but reduces jetlag – a welcome trait when your flight arrives into Los Angeles at 7am.
But for a variety of reasons, United Airlines is not the first choice of most Australian flyers.
That falls to Qantas, which offers its flagship Airbus A380 superjumbo daily between Melbourne and Los Angeles.
Nor should we overlook Virgin Australia, although the thrice-weekly schedule of its Boeing 777 lacks the scheduling flexibility which many business travellers value.
So today we're asking our readers in Melbourne: will United's direct flights to Los Angeles and debut of a Boeing 787-9 Dreamliner sway your travel plans?
Follow Australian Business Traveller on Twitter: we're @AusBT