In a study, subtle gray tape lines on a gray carpet—consciously unnoticed by shoppers—steered 18% of them into a target aisle, up from just 4% before. This shows that retailers can use almost invisible environmental cues to powerfully manipulate shopper behavior and store pathing without their awareness.

From Alfred Speer's 10 mph vision in 1871 to modern failures in Paris, the moving walkway has failed as mass transit because of the fundamental physics problem of safely onboarding people onto a platform already moving at high speed, leading to trips and falls.

After failing as a city-wide transit solution, the moving walkway found its perfect product-market fit in airports, solving the specific pain point of long treks through ever-expanding terminals created by the jet age.

After proving its robo-taxis are 90% safer than human drivers, Waymo is now making them more "confidently assertive" to better navigate real-world traffic. This counter-intuitive shift from passive safety to calculated aggression is a necessary step to improve efficiency and reduce delays, highlighting the trade-offs required for autonomous vehicle integration.

The moving walkway’s popular debut at World's Fairs typecast it as an amusement ride, creating a "magnificently impractical" reputation that prevented government officials from taking it seriously for major urban infrastructure projects like the Brooklyn Bridge.

The NFL's potential European expansion via supersonic jets mirrors baseball's history. The Dodgers and Giants only moved from New York to California once commercial air travel made cross-country trips practical. This reveals a recurring pattern where transportation breakthroughs are the critical catalyst for unlocking bi-coastal or intercontinental sports markets.

While often no faster than walking, iconic moving walkways like Chicago O'Hare's succeed by transforming a tedious journey into a "transportive and calming" experience. This demonstrates the high value of experiential design in otherwise utilitarian public infrastructure.

The decline of moving walkways isn't just about cost or inefficiency. Airports now function like malls, where the business model relies on passengers lingering and spending money, making rapid transit through corridors counterproductive.

Elysian Aircraft's strategy targets regions like the U.S. and Nordic countries where building high-speed rail is infeasible. By leveraging hundreds of existing, underutilized airports, they can create new, efficient short-haul routes, representing a path of least resistance for new transport infrastructure.