I'd understand these price wars from a business perspective if one of these airlines was actually able to drive a competitor into BK but it either doesn't happen or they file chapter 11 and make the employees give up pay and benefits in order to "compete"

All the business plans of these airlines are total b.s. because all they care about is load factor and market share instead of profits. I could fill an aircraft with 1,000 seats every time if I sell tickets cheap enough and then I would have the biggest market share and 100% load factor. I'll probably lose millions of dollars but that's ok because I'll just use scare tactics to force my employees to give up benefits and pay and then I'll repeat the whole process again.

When will these CEO's and management teams get it into their heads that it isn't all about market share or load factors but rather profits. Filling an aircraft to 60-70% load factor and making money is much better than filling it 80-90% and losing money. Who cares if you are the biggest in a market or have the highest load factors if you can't make any money?