United Airlines CEO Scott Kirby shared that in 1998 he was a Vice President at America West and a single conversation changed his view about change fees, and he’s wanted to eliminate them ever since. It took until August 2020 to do it and then American, Delta, Alaska and JetBlue all followed.
The interesting part of the story isn’t the golf game that game him the epiphany, it’s why it took 22 years for this change to happen.