We argue that aviation exceptionalism is both a demand side and a supply side problem. Despite exponential increases in demand for international air travel, plane makers have achieved only modest linear movement toward low carbon aviation technologies. Meanwhile, the global aviation regime has become adept at shaping user practices and culture to enable and encourage unconstrained air travel consumption. This has influenced the public’s perception of possible regulatory regimes and, along with persistent overestimation of technical debt, has prevented the use of regulations similar to those that are successfully moving the automotive sector to new low-carbon technologies. On the supply side, there is no realistic prospect of attaining sustainable aviation technology without a government-led, private-sector supported, moonshot-style collective effort. On the demand side, the psychological barriers to behavior change will not be resolved without confronting the drivers that ‘create’ air travel consumption and artificially accelerate demand.