During pride weekend in San Francisco, Uber introduced a one-day only on-call wedding party.  One tap of a button on your smartphone brought a notary, violinist, flowers, candles, desert, champagne, and a gift bag to your location, to help you tie the knot for free.  

Lucky for ‘UberWEDDING’ recipients, they also received a free honeymoon, courtesy of Alaska Airlines and HotelTonight.  

Wait a second, Alaska Airlines?  Isn’t San Francisco Virgin America’s home turf?  It seems to me that Alaska isn’t satisfied just lashing out at Delta, as of late.  Now they gotta come to the Bay and stir up trouble with our hometown airline!

In all seriousness though, it’s great to see Alaska Airlines showing their pride.  But I just can’t help but wonder if this marketing exercise is foretelling of who Alaska sees as their next competitor to engage in battle with after they’re done with Delta.