I would prefer to see the FTC do the same thing for hotel resort fees (which it is reportedly now considering) and for car rental fees. That is, require the vendor to advertise an all in price for the location and then provide a link or other breakdown.

That way, if you look for airport pickup, you get an all-in price which includes all of the airport concession fees if there are any. If you choose an off-site location, your price will not include those. Just as with an air ticket, you can then click on a link and see what makes up your all-in price. Non-mandatory fees are, of course, not included, e.g. GPS, ski racks and the like.