Why? If I entrust the airline with my and my family's lives to transport me somewhere; it's not too much to expect to be treated with respect and a modicum of kindness. I'm a million-miler with Brand D and a former airline pilot, so I know all too well-stuff happens. It's how they handle stuff that matters.
The other option is bring in more competition--let the ME3, NAI, the lot fly domestic and see if the US carriers survive with the present state.