[presto8]

As much as I hate the nickel-and-diming that the airlines are doing right now, I can't see any alternative. The aggregator web sites (such as kayak.com) don't indicate to the buyer that the higher price comes with added value.

Until that happens, price will be the only criterion, and it will be in the airlines' best interests to make it as low as possible.

I believe this very issue was the reason that American Airlines pulled its fares from Orbitz. AA is trying to escape from the race-to-the-bottom price war and focus on delivering different value offerings to buyers at ticket purchase time.