That's the point, right? My recollection is that AA repeatedly tested raising prices above the competition based on MRTC, but was unable to do so without losing substantial booking volume. And a here pricing was the same, despite their marketing efforts, they weren't able to sufficiently increase loads to make it worthwhile.

As to OP's question, my numbers are similar to others, with the caveat that the short flight is $0 most of the day, but $15-$20 for an early am departure, I'd go $20 to be able to board, stretch out, nap, and ask the FA to wake me with a cup of coffee just before he/she closes up service. And maybe $10 for a beer on an early evening departure.