Michael Carter adjusted his tailored navy suit, then settled into his first-class seat aboard American Skyways Flight 782, bound from Dallas to New York.

At the age of 45, he was the CEO of a fast-growing logistics technology company that had just gone public.

In spite of his status, Michael preferred to fly without drawing attention—his only indulgence was booking first-class so that he could work without distraction.

When the flight climbed to cruising altitude, the flight attendants began distributing meals.

Michael, having pre-selected a seared salmon entrée on the airline app days earlier, expected a straightforward experience.

However, when the attendant reached his row, she hesitated.

“I’m sorry, sir,” she said. “We’ve run out of the salmon. We only have the pasta option left.”