Cell phone companies have already done this. Airlines as well. So have insurance companies. While I agree with you in general, airlines in your example are cl

Cell phone companies have already done this. Airlines as well. So have insurance companies. While I agree with you in general, airlines in your example are clearly wrong. As a matter of fact: It's precisely the other way and airlines are actually unbundling their services. Bundling is when everything (luggage, food, seat assignment, check in fees) are included in the price of your ticket, if you want it or not. Unbundling is exactly the opposite. I.e: You pay for the basic service (the flight) and if you want to check in luggage, order a meal, assign a choice seat , or whatever you pay for those extras. I actually don't mind this practice, provided that an airline is transparent about it, it's clearly lined out during the booking process (if the final price say 232$, I don't have any mystery charges for that booking on my credit card) and as long I'm not sandbagged at the airport (for example: paying an additional 10$ "check-in" fee).