The idea of "charge $10 more and include all the niceties... then people will flock to your airline..." is not economically viable. To wit, observe customer behavior in reaction to AA's MRTC.

We at FT are a different breed. The vast majority of air travel is planned according to price, with some consideration given to convenience (connections, departure times, etc.)

Any major airline that unilaterally raised RT fares $10 and threw in some cake and other niceties for the pax would get blown out of the water.