This is progress! Accurate pricing

Received an email today from Southwest that shows progress towards accurate pricing.

"As a valued Rapid Rewards® Member, we would like to make you aware of the Department of Transportation's new price advertising rule and the steps that we are taking to be in compliance. This price advertising rule affects all airlines and requires that advertised fares include all government-imposed taxes and fees that the Customer is being asked to pay.

When you visit southwest.com®, the fares displayed will now include all government excise tax, government segment fees, September 11th security fees, and airport passenger facility charges."

If only the airline industry in the United States had policed itself, including the online travel agent sites...but it didn't and now the government steps in to right the sleight of hand that some sites were pulling.

It won't be easy to do, from a database standpoint, and it may lead to price increases, but it's the right thing to do.

Kudos to Southwest for getting out in front of it.