Are we perhaps being just a tad harsh to the OP? I can find the fare rules too, but that doesn't mean they're easy to locate or decipherable once found. And I consider myself a fairly-fluent-in-airline-fine-print FTer.

I think the OP has a good point, and I've wondered more than once how many poor souls purchase a "flexible" fare without realizing that the ticket is not, in fact, what they were looking for.

What they could do instead is publish a much more straightforward matrix, with type of change along the top and different types of ticket along the left (with prices). Then, in each cell, it would show how much they charge for that particular change for that particular ticket. It would look something like the current United Club pricing matrix or the reduced change fee portion of the "premier benefits" spreadsheet. I, for one, would give this sort of a change a big ^ ^ ^