Despite its initial success, why was JetBlue unable to sustain a blue ocean strategy?

JetBlue's chief marketing officer, Marty St. George, was asked by The Wall Street Journal, "What is the biggest marketing challenge JetBlue faces?" His response: "We are flying in a space where our competitors are moving toward commoditization. We have taken a position that air travel is not a commodity but a services business. We want to stand out, but it's hard to break through to customers with that message."

Given St. George's statement, which strategic position is JetBlue trying to accomplish: differentiator, cost leader, or blue ocean strategy? Explain why.