'Guests travelling on the 17.00 service please.....'

Long long ago we were passengers when we travelled by bus, train or plane. Then we all became customers. That change probably came in the era of British prime minister Margaret Thatcher.

Aer Lingus is currently running an ad in the Irish media where the reader is told: "91% of guests who flew with Aer Lingus.........."

And now we are guests.