Airlines are increasingly sophisticated with their fee structures. A "preferred" seat assignment fee varies from flight to flight, baggage charges are dependent on weight and/or time of payment), fuel surcharges vary from day to day. In fact, almost all fees are variable except the change fee on a domestic ticket. It would be reasonable and a good public relations move, to make the change fee variable too.

Celebrity crew discards passenger's belongings, do you really need a travel agent? Southwest issues statement