Because then they would be doing business honestly instead of getting away with tricking lots of people who don't notice that sort of thing. Airlines like Allegiant and Spirit have to be WAY below the others before I'll deal with them, just because of such deceitful tactics. I always figure a business that is out to lie to me about their prices will probably do just about any other unethical trick to separate me from my money as well, so it's best to avoid them altogether. Pay a little more for honest service from someone else.