The bosses write their own paychecks.
Some of us gobby shareholders are making a stand against some of the worst excesses of that ****, but that's actually a quite separate issue.
Two wrongs don't make right though. Deliberately inconveniencing customers, colleagues and shareholders in a non-monopoly situation seldom ends well, even for the blackmailers who threaten strikes.
In the spirit of the 1970s the NUM thought that their monopoly situation meant that they could dictate terms to the shareholders and customers. That union is somewhat less powerful nowadays, thank gawd.
Tommy Cook is actually a good company and I'd hate to see it dragged under by blackmailers who apparently (if the 10.7% rise demand is true, which it may not be) see no limits to their power or to their ability to extort.
A much better way forward would be for both sides to negotiate a reasonable settlement somewhere between the CPI and RPI levels, preferably fixed for several years so that the business planners can plan the business. Extra perqs, such as freebie upgrades to unsold Y class seats, should be regarded as an add-on extra, not only for flight crew but also for all deadheading aircrew.