Originally Posted by
uastarflyer
They're doing it to make WN's commercials and signage obsolete and make them spend money. Imagine reprinting/reimaging all that to replace the $100 with $120...
If the a la carte model really took off, they could make WN itself obsolete as a low-fare carrier. If the legacy carriers derive enough $$$ from baggage and other fees, they can compete more fiercely on the base fare... traditional WN's domain.