Not the effort to defray the rising cost of fuel by charging passengers for checking a bag ($15) but American Airlines' applying it to those that aren't frequent flyers.  Why not just pass it through on the price of the ticket or apply it to those that can absorb more ridiculous fees?

So, why is this a bad idea?

I fly more than I care to (although admittedly not much on American) and it is increasingly clear to me that NO ONE enjoys it – the passengers, the crew, TSA…no one.  So now those that don't fly much have the incentive to bring even more crap onto the plane to try to shove in the overhead compartments.  This
new fee structure applies to those with no frequent flyer status that have purchased "discounted coach fare" tickets.  Fabulous.

For those of you that know me, I have a somewhat "controversial" no help policy for those that bring bags on planes they can't or have trouble lifting.  Why?  First and foremost, not my job and not part of my ticket price.  Secondly, having watched flight attendants handle this deftly over the years by advising but not physically helping passengers with bags, I decided to make it my policy as well.

Now before you brand me a jerk and question how my Southern upbringing could allow this to happen, I (use to) have a strong defense – there is a parallel process designed to help you with your bags called "check them."  Americans new policy may cause me to revist my policy as well as encourage me to want to board even earlier to find a slot for my very efficiently packed and very small carry on suitcase.