This has gone too far

While browsing today's financial headlines, I came across the article below. I can't believe how far airlines are going to make a buck. I, probably better than most, understand how the financial markets work and the strain faced by most sectors at this time of rising gasoline prices. However, the fact is, firms, just as individuals should be preparing for financial hardships. History has shown that prosperous times don't last indefinitely, and thus, like the wise ant, we should constantly be preparing for those times of economic downfall.

Back to the article. JetBlue has decided to charge $7 for a pillow and blanket on its flights over 2 hours. The article doesn't specify, but it suggests, the pillows and blankets may not be available on shorter flights. This has gone too far. Ticket prices have risen, you're charging me to take luggage, a cup of water costs 2 bucks, you've crunched your seats together, and now you want to charge me for a pillow to rest my aching neck and a blanket because you're freezing me.

Next, they'll be charging for the oxygen masks and the seats that turn into a floatation device in the event of a water evacuation. An intelligent firm, instead of paying hefty bonuses to top executives, should have been hedging against the possible rise in gasoline costs and other unknowns. But noooo...now they want us to pay for inability to prepare and forecast.

NEW YORK (AP) -- JetBlue Airways Corp. said Monday it is now charging customers for pillows and blankets. The carrier has done away with the recycled blankets and pillows used on its flights, and has started offering an "eco-friendly" travel blanket and pillow that can be purchased for $7 on flights longer than two hours. The pair come in a kit with a $5 coupon to home furnishings retailer Bed Bath & Beyond.

The carrier claims the pillow and blanket feature a fabric technology, developed by CleanBrands LLC, that blocks pesky critters like dust mites, mold spores, pollen and pet dander.

JetBlue already offers free "Snooze Kits" on overnight flights from the West that include an eyeshade and ear plugs.

But the blanket and pillow kit is the latest in a string of a la carte items the company says are providing a revenue boost to help offset the soaring price of jet fuel.

A JetBlue spokeswoman declined to predict how much the sale of these kits will bring in, saying that the company only provides revenue details for specific items in its quarterly earnings conference calls.

The carrier said last month it expects to collect about $40 million from customers buying seats with extra leg room this year. Its $15 fee for a second checked bag is expected to translate into about $20 million in additional revenue. A ticket change fee, which doubled to $100 in the second quarter, is part of a "basket of fee changes" expected to produce about $50 million in extra revenue in 2008.

Shares rose 22 cents, or 4.2 percent, to $5.48 in midday trading.