What is fundamentally wrong with these charges is that a real alternative, no charge, method of payment is not available. Yes the clever players may accept some obscure card at no charge, but it is not an option for most people. Obviously you can't pay by cash or cheque...
Debit cards, which are supposed to replace cheques, should be free, but that offends the bankers pricing model that envisaged gouging new fees from their use. Credit cards, whose charges are generally percentage based, might reasonably be recharged. But the retailer/airline conveniently forgets the original raison d'etre for these things which was to remove the legions of machine operators in the sales ledger department and the associated cost, together with the acceleration of cash flow.
Pleased to see some action, but expect new devices to extract the same money under a different guise to follow.