I just don't understand airlines...if the cost to bring the product to market increases then the cost to consumers INCREASES! Everything else on the planet we consume behaves that way so why doesn't airfare? I travel every month on my own dime, and although price has increased, I never complain because it beats riding the bus/train. Am I the only person who views commercial air travel as a premium product? Flying vs. other forms of transportation is like a comparison between a BMW and a Nissan. Does the bus/train get the job done? I guess so. Does a Nissan get you to the same place a BMW does? I guess so. So why pay extra...? BECAUSE DRIVING TO THE AIRPORT IN MY BMW AND FLYING TO MY DESTINATION IS SIMPLY BETTER! And I pay for it...it's a premium product and service. Is this really so difficult? Airlines need to ditch the Wal-Mart factor. Anyone overnighted something recently on FedEx or UPS? You guessed it..the price has gone up!