What is fare bundling?
These changes are probably not a culture shift for the employees (though I'm not sure how Encore will shift things within the company). But such a change in fare structure would be a culture shift from the point of view of WestJet passengers. For example, free bags are a big selling point for WestJet (and allow the airline to charge a certain premium on the ticket). Fair cancellation fees are good to get me booking in the first place - if they go up, I'd hesitate with certain leisure bookings and probably end up never taking the trip.
At the same time I would understand why the airline is going that route. Most airlines have done it, and for a reason. Furthermore, this structure provides an opportunity to add (perceived) value to the WestJet credit cards. Free bag with the barebone booking, for example.