The advertising of the airline is two-dimensional.

The advertising of the airline is two-dimensional. You have those interested in flying to St. P and elsewhere, then you have those who want to invest. It's the investors that need to be attracted. Nobody cares about whether or not they're able to fly passengers. They can just as easily fill the bird with cargo and make even more money, so selling tickets isn't as big a deal as people make it out to be. But we want investors with DEEP pockets (hundreds of millions of dollars, not just a few million) to jump into the float.

Often times, what'll happen with investment firms is they'll buy up a huge chunk of stock, and they'll release some projection figure. So suppose they buy stock at $50/share. It's pretty easy to see why they'd project the stock at $70-80/share (they can make a landfill of cash).