I doubt Frontier can stay in business with this pricing structure but -- right now -- they seem to only be charging $30 more each way to avoid all the really terrible things about flying Frontier. If you buy the "economy bundle," you get a carry-on, standard seat assignment, and the ability to cancel for a travel credit. Previously, it really only made sense to fly Frontier if you could survive with just a small "personal item" and were OK with a random seat assignment and forfeiting your ticket if your plans changed. I would still HIGHLY recommend flying a "regular airline" over Frontier if the price differential is modest, but I suspect there are times where purchasing an economy bundle might yield a fare only half as much as the lowest fare on a major airline. In that case, if you have some travel flexibility (you don't absolutely, positively need to be someplace on time) and stick to their nonstop routes, flying Frontier could make sense for ordinary travellers.