You guys are looking at a very tiny portion of the business. There is a lot more to running an airline than fares and checked bag fees. You asked for universal? How about aircraft fleet management? Maintenance? There is a lot, lot more. And over the last 6 months DL's share price has gone up, partly due to better management of the NW merger. The KL merger isn't the same of course, but there too you can find universal methods to improve financial performance.
And BTW Southwest recently added some baggage fees and other extra fees.
http://www.latimes.com/business/mone...,6077354.story