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This reminds me of the various "fees" that are now added onto ticket purchases for performances. I think they're just a sneaky way to make their base charges look cheap or in-line, in comparison with their competitors. If you buy a ticket for a Broadway show, there are a "facility charge", ticket handling charge, & other charges, that add another $10 to the ticket price. Why not just raise the ticket price $10; because perhaps that raises the threshold price, above what marketing studies show people are willing to spend!
That's a great point, Astraea, and I'm of the same mind. Travelers are tired of being nickeled and dimed just so the airlines can remain competetive by displaying "lower" prices at booking time. I, for one, would prefer to know upfront what I'll be paying for my ticket at the end of the day, instead of being nailed by fees one at a time.