A lot of this is inevitable. If you want the lowest possible fares you need to charge for things that make flying people more expensive. Their biggest challenge will be public outreach and keeping their passengers informed.

Looks like Basic fares will now only accumulate 25% of miles flown. I do find it surprising that checking bags will be $25 for the first one (if checking in at the airport) but only $20 for the second. I'm surprised the soda fee isn't waived if you book online, but oh well.

They are pushing more and more to get people to the website and save on GDS fees.