This is Southwest's smart advertisement that sums up all of our thoughts about America's airline industry: you are a horrible, horrible thing. Just like rental cars, airlines have always marketed themselves by advertising the price of a seat — before little extras like "taxes" and "9/11 fees." But now they're charging to check a second bag, a first bag, for fuel to carry your ass through the air, and, perhaps one day soon, a "take off fee."

So Southwest's argument — that they don't do any of those customer unfriendly sort of things — is a solid one. What they didn't mention is that they're able to treat their clientele with decency because they locked up oil futures at something like $50 a barrel, and this is their way of saying F.U. to the competition. Safe travels!