For two decades, possibly even longer, South African Airways’ (SAA’s) operational and financial sustainability has been highly questionable. Various turnaround strategies have been attempted but, in the end, it was always left to the taxpayer to foot the bill when these failed. That was a costly strategic error and one that citizens are highly resistant to repeating. It’s beyond time for a new approach and for the emergence of a new era, where SAA either shrinks itself to sustainability, or is grounded.