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The airport charges the airlines for handling bags, only a couple of $ but the cash strapped airlines want to get that back from you and by the time they have collected the money and processed the fee it ends up costing them $10-15 so they charge you $20-25 - this makes their little MBAs heart's sing .

What they don't realize (presumably never having flown cattle class) and Southwestern do - is this means everyone carries a roll-on bag and spends 20minutes trying to fit it into the overhead and another 20mins trying to get it out - so the airlines has saved a $1 handling fee but has a plane tied up for an extra 30-40minutes at the gate, costing $50K/hour!

What actually happens on most airlines is they end up gate checking your bags anyway. This means they need more ramp staff to handle them and have an even longer delay as everybody climbs over each other on the jetbridge trying to find their identical roll on.