AirTran's CFO Arne Haak recently made the following statement in regards to the airline's new $15 first checked bag fee:
“Really what is happening is an unbundling of the services. … That’s how customers respond. Our customers will spend three hours on the Internet figuring out how to save $8 when they buy an airplane ticket. Then they’re going to come to the airport and spend $20 to buy a soda, a bag of chips, a candy bar and a magazine that they could have bought for half the price.”
As much as I pride myself on being cheap, I often do exactly as Haak describes. I will undergo extensive research to not spend a dime more on airfare, hotels and cars than I have too, but I don't think I can spend 15 minutes waiting in a airport terminal without "having" to buy some sort of overpriced item (and not think twice about it).
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