Individual consumers and businesses all over the country save tens of millions of dollars each year as a direct consequence of airline deregulation, and Virginians have participated in these savings and continue to do so today. At the time this paper was written, the U.S. Department of Transportation was proposing the regulation of discounted airline tickets. Virginia needs to encourage lower airline ticket prices at such airports as Richmond and Roanoke, and this paper demonstrates how this would be better accomplished through the marketplace rather than government regulation.