Jetblue’s chief marketing officer, marty st. george, was asked by the wall street journal, "what is the biggest marketing challenge jetblue faces? " his response: "we are flying in a space where our competitors are moving toward commoditization. we have taken a position that air travel is not a commodity but a services business. we want to stand out, but it’s hard to break through to customers with that message." given st. george’s statement, which strategic position is jetblue trying to accomplish: differentiator, cost leader, or blue ocean strategy? explain why.