With talks of the major legacy airlines spinning off their frequent flier programs and many getting more disappointed with these loyalty programs, it looks as the out-of-the-box Branson marketing machine is breaking new ground by offering their frequent fliers (they only started flying recently) — not just accrued points or segments – but discounts off yet to be purchased tickets.

Not quite like Southwest’s Ding! which is more of a deal notification tool for anyone — this appears to be Virgin America working on the loyalty of their “best customers” — we’ll keep you updated on how this pans out…