Remember that the traveling public has trouble adding up all of the costs of traveling between points a and b. Why do you think airlines charge low fares and then add fees (other than that the fees aren't taxed like the fare is). In the same vain, folks will drive for miles to get a cheaper fare while forgeting to factor in the cost of driving hours to get to the airport. The free market system works and this is the system that it demands.
All they are doing is competing with the airlines' efforts to sell "whatever" club day passes.