Ralph Nader on the airlines

A partial response to the JetBlue's recent actions, Nader praises Southwest for not doing what other airlines have done: Gouged in the Skies: Gotcha Capitalism in the Airline Industry. While it may be better if airlines compensate for increasing fuel costs by raising fares instead of charging for items that were complimentary in the past, which action is more likely to cause customers to consider other airlines? On the other hand, if everyone is doing it (except Southwest, which does not travel everywhere in the United States), where is the incentive to do the former?