The issue is that you can't compare apples to apples. One company charges more built into the price, another company hides some fees you only see at checkout an

The issue is that you can't compare apples to apples. One company charges more built into the price, another company hides some fees you only see at checkout and can't avoid. It's not adding value and it's not improved by competition (competing with this tactic means hiding more fees than your competitor)