I assume the motivation is to rein in something seen as semi-deceitful advertising. If you're advertising a lower price because you're excluding the cost of som

I assume the motivation is to rein in something seen as semi-deceitful advertising. If you're advertising a lower price because you're excluding the cost of something that much of the competition already has baked in, that you know a high percentage of your customers will end up paying for, who is that really benefiting? A market isn't made more efficient by consumers having to do more research and homework around "what are the hidden fees that might surprise me?" I haven't flow budget airlines in the EU but in the US the budget ones often end up more expensive for the average customer after re-adding all the fees. So it's not just "don't charge people who won't use it," it's "have leverage to charge more for it by making people only realize they have to pay for it later." (Though to be completely honest, carry-on baggage has gone fairly nuts since airlines started charging for checked bags.)