Very cute ad by Air New Zealand, mocking the fees, surcharges [link to post]

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But basically, a major airline is telling us: don’t go thinking that you can pay less. I mean, I’m all for taking pot shots at underhanded practices by low-costs, when they’re aimed at consumers. In particular, the practice of not being transparent on prices is very very thoroughly wrong. They’d probably be less apt as viral material, but labor practices also ought to be scrutinized.

Still, low-costs also brought a lot of operational efficiency and focus on whittling prices down, keeping the incumbents on their toes, and several of those incumbents are guilty of many of the same behaviors.