Delta, United, and American have been called “legacy” airlines (since they pre-date airline deregulation) and also “full service” airlines even though they charge most passengers now for things like checked bags and change fees in my professional lifetime have gone up eight-fold. But even as they’re finding themselves more profitable than ever, they’re working to shift their business model to provide less value to the customer at the same price point.
The airline industry is such a strange beast. In most businesses, competition forces companies to deliver more and more value to the customer.