I missed my flight from Ibiza to London. I didn't buy the optional insurance so I had to pay way too much for another ticket. They new flight was ridiculously early, but I had no choice. I was tired and day dreaming out the window, when I noticed how cool the colors were outside. We were at cruising altitude over the Mediterranean and light was beginning to break. If the airline had sold me the flight as an exclusive opportunity to experience a vivid sunrise from the sky, would I have paid extra? Maybe, but probably not. By understanding the value of unique experiences, an early morning flight can become a memorable story worth sharing. If the airline had told me about the opportunity, I might have remembered their name and they could have been a part of the story.