Yes the market has changed, because there are too many fools with more money than brain (mostly not even their own money, but mummies and daddies money)
Now the airlines have seen this, and thought let's just screw them all! If all refused to follow the airlines mantra, they airlines would need re-consider their recruitment and TC's!
It all ends up becoming "The Prisoners Dilemma!" which is an example of a game analysed in game theory that shows why two individuals might not cooperate, even if it appears that it is in their best interests to do so.
The truth today, is that most of you will not do what is best for you / us as a group, but go for achieving the best possible result for yourself! However this attitude means everybody looses, well everybody except the airlines!