Many businesses, not just the airlines, charge a fuel surcharge, if fuel is a part of operating their business. I don't think it is meant to be deceptive. Fuel is one of the biggest costs for the airlines. There is entirely too much competition, right now, in the airline industry, and as a result, it isn't quite as simple as just raise fares. Airlines have tried this, and if they all do not do it, it doesn't work. People flock to the airline with the cheaper fare, even if only a few dollars cheaper. They have to remain competitve with each other, and with airlines like SWA, etc., out there, they have to keep fares low in certain markets, in order to compete.
What I disagree with, is the fuel surcharge, plus fees for bags, fees for just about everything else, and the raising of the cost of these other fees (change fees, ticketing fees, etc). I think a simple fuel surcharge fee, in addition to the ticket, that recoupes the cost of fuel, and that goes up, or down, based on the cost of fuel, would suffice, and I doubt too many passengers would complain about it. The airlines, like any other business, are going to pass their costs along to the customer, that is the point, I just think the airlines could go about it a little different. I don't disagree with a fuel surcharge, but do think, when purchasing a ticket, the surcharges should be plainly spelled out to the customer.
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