They are having to bring more folks on board to handle the extra luggage - hence - extra costs to operate. Baggage at CLE for example went up 30%.
If folks know about the clear ziplog bag and you can fill it with items 3 oz or less - you can carry on. Just you have to get small sizes of everything. You can have multiple items of the same type - it is just they all have to be 3 oz or less each.