Well, if we are to be able to sensibly compare prices between airlines without spending our whole lives reading fine print then we really need a "standard bundle" and a law that the advertised price be the price of the standard bundle. And at that point it's natural for people to want the standard bundle to match their own preferred bundle, because that will be the bundle whose price is most tightly optimized.

In the economists' world it shouldn't make any difference - a ticket for $200 plus a $20 option for a checked bag is economically equivalent to a ticket for $220 and a $20 rebate for flying without a bag, and if unbundling is really done for the passengers' sake then it will be equally worthwhile under the latter conditions. But I have a sneaking suspicion that if they had to still advertise the price as $220 then the airlines would suddenly decide it wasn't worth unbundling the checked bag after all.

I just don't think that "seeing what is included in a airline ticket" is all that complicated, or that it is simpler somehow than deciding on, administrating, and enforcing a "standard bundle" on all these different airlines. And there's nothing to say that the standard bundle will necessarily meet that many people's preferences. I mean, people distinguish between different services and goods all the time depending on how much they value them - I don't think they suddenly lose this ability when comparing flights.

> I just don't think that "seeing what is included in a airline ticket" is all that complicated

The airlines are incentivised to make it complicated, and just dealing with n different website layouts is challenging enough. Compare to e.g. food labelling, where we require mass in specific units and nutritional information in a specific format, or cars, which are obliged to include mpg and safety information from particular standardised tests in their advertising.

> And there's nothing to say that the standard bundle will necessarily meet that many people's preferences.

It doesn't have to - the point is just to have a point of comparison to be able to compare equivalent offerings from Airline A and Airline B, even if you end up getting a very different bundle from the standard one.

Well, maybe you could have a price-compare thing, and that seems vaguely reasonable, but what everybody seems to be talking about and demanding is that there be a required bundling of certain services. A mere labelling is quite different.