And European regulators intervened, and now must include all airport taxes, fees and charges in the basic ticket price advertised to travellers, on the FIRST pricing screen on the website, and when quoting a price via phone or in person.

Basically the airline can create all sort of names/fees for what they charge, but they can't ambush you with fees. In this case, since the DONE cannot be purchased fee-free on the web, AA would be compelled in quoting you prices that included such fee and disclose the fee from the first point of contact.