Indeed... UA hiked their in-cabin pet fee a week (or so) ago. For flights starting 18 Aug, the in-cabin fee is $125, up from $100 (which was raised from $85 only a few months ago).

Although I'm one who normally supports add-on fees for extra services (e.g. I have no problem with baggage fees), this is one example where I feel the fee is actually ridiculously large. I wouldn't mind paying a fee, as it's an extra service - the airline does incur some extra liability by transporting the pet - but $125 each way is just a bit ridiculous, especially for in-cabin where the airline incurs only liability and no baggage handling fees (and where the pet is guaranteed to be very small).

Some airlines still charge relatively reasonable prices, but unfortunately UA is the best airline choice for me given where I live and where I fly.