American Airlines' Latest Fee

Pay ahead for a few benefits that you might not use

In this age of unbundling that requires passengers to pay separately for such services that until recently were included in air fares (checked baggage, food, standby for earlier flights, a better seat, etc.), American Airlines is "rebundling"  some fees. They're calling it  the "Your Choice," and here's what the airline boasts that it now offers to passengers for yet another upfront fee:

•places you in Group 1 of General Boarding, which allows you to be one of the first groups to board the plane for your flight. (Group 1 boards immediately following PriorityAAccess customers);
•provides a $75 Flight Change Discount, which means that if you need to change your itinerary, you'll save $75 off the regular service charge when applicable;
•allows you to standby for an earlier flight on your day of departure at no charge;
•applies to all travelers in your reservation per-person charge;
•offered for an introductory price of as little as $9 each way. Prices vary based by market and routing;
 
Note that it doesn't allow you to check a bag without yet another fee -- and of all the add-on fees, this one drives most passengers bonkers -- and is driving them to Southwest. It does allows you to stand by for an earlier same-day flight at no charge, but if there are no seats on that earlier flight, you lose that crap shoot. And significantly, Your choice doesn't totally waive the flight change fee; it just cuts the excessive charge by $75. American doesn't say how long the Your Choice "introductory" price (currently $9-$18 each way) will be valid. It could be a week, a month, a year. I'm guessing that if people pony up for this new fee, American will jack it up fast.
 
The airline adds, "Later this summer American will offer Group 1 of General Boarding as a stand-alone option for customers, upon arrival at the airport. The introductory price for the Group 1 of General Boarding option is $10 each way, regardless of flight length, markets or routing. Services must be purchased for the entire itinerary. This option will be available for purchase up to one hour prior to scheduled flight departure, via the self-service check-in machines at most U.S. – and many worldwide – airports." Would you call this re-unbundling?