Actually, that seems consistent to me. The whole point of unbundling is to take it out of the base fare and offer is separately. Providing the separate features in popular groupings really is different than the bundling that they had before.
Agree that's consistent from AA's profit maximization point of view (increasing total revenues by charging $25 for a bag that costs them, on the margin, an extra $1 or $2), but not with their public statements when they launched their bag fees that basically said that bundling is inherently evil
per se.