Over the past decade, the airline industry has made significant progress in reducing carbon emissions per passenger, with modern jets like the Airbus A350 burning about 25% less fuel than older models. Yet the overall growth in air travel continues to push total emissions upward, and I'm not sure that technological efficiency alone can solve this problem. Should we really be encouraging more people to fly by keeping ticket prices low, or is it time to accept that air travel needs to become more expensive to reflect its environmental cost?