PALM DESERT, Calif.--If you're going to spend the cash to charter a private jet, shouldn't it be easy to book the plane? You would think the industry would simplify things for the wealthy, but that's not the case, according to start-up FlyRuby, which unveiled its service at the Demo Spring conference here today. Indeed, company CEO Michael Leek says that it can often take hours to figure out a suitable private plane charter between two cities. That's where FlyRuby comes in, Leek said. A former U.S. Marine with a passion for the aviation industry, Leek said he wanted to identify the inefficiencies in the industry--and he realized that one of the biggest was that there was no simple way to quickly identify the specific plane that makes the most sense for a flight.