This case examines the phenomenon of multi-level marketing businesses (MLMs) and potential pyramid schemes. "Direct sales" and "network marketing" are other words used to describe this phenomenon. While DS and NM are technically not supposed to be called pyramid schemes, they share similarities. Through an examination of the "airplane game" of the 1970s, and other manifestations of MLM strategies, this case encourages students to think critically about MLMs and how they operate. The ethics of this model are discussed and readers are challenged to assess the factors that have led to its lack of regulation and popularity
