Fare perception
I always wondered why NW and the majors show their fares a certain way, and so called LCC's another way.
For example, a DTW-BWI fare on NWA.COM is listed at $168.40 (which is $137.67 base fare, $30.73 in taxes). This works out to $68.83 base fare each way, which is a very good fare.
Now, if you were to shop a similar fare at say Southwest.com, you get a very different presentation. Issues of non-stops and connecting in MDW aside, it shows the fares as (oddly enough), $68.84 each way.
From a general view, it appears to the untrained fare shopper that the S/W fare is cheaper, but in actuality its higher (because of taxes).
My question is, why doesn't NWA display fares in such a manner? I know that certain fares have to have part of the tax included, and that NWA has a different fare structure, but why not make the fares look better to potential shoppers, who might balk at $168 roundtrip but suddenly think that $68 each way is a deal.