it's new this year, we also pay fuel surcharges on staff tickets. If I am not mistaking it's based on mileage too.
When I lived in Europe, I was so used to TTC prices, meaning all taxes included/toutes taxes incluses. the price you see is what you pay. VAT on CDs was 18%, though it was known, it was included in the price tag.

If it can be determined that the fuel surcharge isn't actually what it's called than I agree it should simply be called a fare increase, but if it is indeed a surcharge due to increasing fuel costs then it should be listed separately just has GST and PST and NavCan etc...
We often compare AC and WS. Is their recently introduced surcharge actually one?
What other airline "sur"charges for fuel?