What AA needs to realize (but probably won't), is that many HVCs actually care about things like service, attitude, and all the little touches that make the experience better (all the things that have been eroding at AA/US). That's part of why they're willing to pay higher fares. You can't keep cutting service, food, benefits, etc. unless you are just willing to go after the LVCs who will accept whatever gives them the cheapest fare.