After years of repeating "we are unique and special and profitable because charter/pax/cargo, buy our stock", it would be a hard sell to say "we are going to be unique and special and profitable by dropping cargo." The general public might be near-sighted when it comes to such things, but those buying/selling the stock would probably punish that pretty harshly.
If it's all about the stock price, and maybe it is, you don't want to run away from the one thing that sets you apart.