There is no such thing as raising prices across the board. That's price gouging whether it was premeditated or not. However you are allowed to drop the price on a fare to match the competition. Hence we often see the same ticket prices for 4 different airlines. The airlines are obviously a cutthroat business. Majors would start services to a new city at a loss to gain market share and drive the smaller airlines to an unprofitable point and force them to pull out then raise the prices back up. I do believe the company's survival has to come first. This was true during the recent recession but come on, if you're making record profit now, throw us a bone will ya!