WSJ article here.

Airlines believe that people are still making purchasing decisions based on the quoted price, without fully considering all the add-on fees, including change fees. People will eventually catch on, so this shell game is merely a delaying tactic, one that will alienate customers to boot.

When people wise up, they will start choosing airlines without junk fees even at a higher quoted price. I predict that a year from now the trend will be toward removal of these fees.