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Utah native David Neeleman, best known as founder of JetBlue, is now starting his fifth airline

David Neeleman attends a news conference in Sao Paulo, Wednesday, May 28, 2008. Neeleman, who stepped down as CEO of JetBlue Airways Corp. one year ago, is starting another airline in Brazil called Azul, which is Portuguese for Blue. Azul will target high-end travelers by offering more nonstop flights. (AP Photo/Andre Penner)