In many ways the question needs to be asked ... is it time to Re - Regulate the Airline Industry ? The bottom line price , tax included , obvious and apparent to all should be the one distributed online , in advertising , and the one that the passenger should pay and be aware that he / she is paying. Black and white , no manipulation of the " facts ". When just as much manipulation goes on in the fare structure as in the overall cost model , people become confused , aren`t sure what they are paying versus the competition to fly a similiar route on a similiar aircraft for a similiar airline.( Eventually prices will reflect more " real time "costs.. ) With added regulation we could get rid of all the crooks in airline management who don`t add value. Too many are there to decieve and fool the ticket buying public by blatantly decietful advertising. Imagine if EVERYTHING was priced the way airlines priced their tickets ?? There would be riots in the street. There would still be enough scope left for real entreprenuers and cost conscious airlines to compete , and compete fairly.