I'm not interested in buying airline tickets using menus and that's what this amounts to. It smacks of undisclosed parking fees and "resort charges" at hotels. Just another way of raising the revenue without disclosing until you're already there. Lenders loose their licenses for this practice.

I can see it now. Choose your seat for X, the meal for $12, water/coffee is $2, and a pillow and blanket for $6. Please check the boxes when you order your ticket and have a pleasant flight.