BA have moved in this direction, with their new hand baggage only fares.

Except, HBO fares are clearly marked as "cheaper than before!", instead of the KL method of saying "I know you used to get a bag for free but now you have to pay". They were cautiously rolled out—no one is surprised to learn he has no baggage allowance—and actually are £10 cheaper than regular fares. There is no confusion over which elites get bags (none). Nor have I noticed a price rise for non-HBO.

Is it really a matter of marketing? The response on the BA board was largely positive, the principle concern being a reduction in overhead space.