Helen Coster at Forbes issued a Blue Star profile (reg req) last week. The company is headed by Todd Rome and Ricky Sitomer, and is named after the target of Gordon Gekko’s hostile takeover in the movie Wall Street.

Like Gekko, Rome and Sitomer’s exploits got messy and attracted the wrong authorities. With the NASD on their heels, the pair exited the business to found Blue Star in 2001. They expect an IPO in the next few years.

Blue Star demonstrates the bold aggressiveness you’d expect of the pair. Their operation is setup as a high-volume brokerage, complete with a massive trading floor. Blue Star owns no planes; their bullpen is packed with commissioned salespeople who match private flyers with otherwise idle planes sitting in hangars across the country. On top of their basic on-demand charter business, they offer a debit card program with five tiers, ranging from a $50,000 to a $1 mm deposit. Larger deposits garner additional upgrades. Flight-hour costs are not guaranteed (unlike Sentient and most other cards), but are generally extremely competitive.

As Coster notes, “Sitomer and Rome are ruffling feathers by discounting prices, dissing competitors and comporting themselves with a swagger better suited to a trading floor than to a hangar. ‘We’re gonna go in for the kill,’ says Rome.” The 37 year-old even takes a swipe at Warren Buffet regarding NetJets: “Buffett didn’t think the competition would be so fierce.”

This aggressive posture has succeeded in attracting attention – good and bad. Both supporters and critics point to the pair’s disinterest in the conventions of aviation. Friends say it has allowed Blue Star to shake up the ancient charter business by applying bare-knuckle business sense to an industry formerly populated by genteel pilots and unsophisticated local operators. Detractors point out that aviation isn’t just another commodity to be brokered. The result in the marketplace is undisputed: competitors are finding ways to offer lower pricing, or are sharpening their talking points on service and safety differentiators.