On October 24, the Icelandic low-cost carrier PLAY will take off on its final US-bound journey. Aptly, this will be from Keflavik to Baltimore, which was its inaugural US route in April 2022. I have fond memories of being on it. PLAY has said its US market was expensive and loss-making, not least because it is heavily competitive and seasonal, and is overcapacity. Yields were not where they needed to be.