Right, but isn't that really the point as far as CO is concerned: sell domestic F instead of giving it away to FTers who buy it on cheap fares, and make sure that the F is both high quality and has high demand as a product? Otherwise you end up with the problem that an ex-CEO of CO stated: you're giving away so much pizza that you're forced to make a pizza that's so cheap nobody will pay for it.

It's really hard for me to see what CO is doing wrong here if they are selling their F (even as M+ fares) instead of giving it away, other than not giving F seats to people who buy Y and expect F just because they are regular customers (and in many cases, ones who fill up the plane without making the airline a ton of money). Yeah, it sucks if you want to fly EWR-LAX in F... but you could always fly JFK-LAX on $99 tickets on DL or AA as a midlevel elite if you wanted to do that.