It would've been helpful if the impending price increase was publicized by JetBlue before the fact. Quietly instituting a 25-33% fee increase is pretty poor customer service.

As it stands now, the value of EML is not worth $40 to me. At $30, I would sometimes get it for my red-eye flights, but $40 just isn't worth it for the little that you get. If I had known that JetBlue was raising the price of EML, I would've bought it for some of my future flights in advance of the increase, but instead, they've lost that potential bit of revenue.