Will TruPrice cause consumers to shift their business because they can now do an apples to apples comparison of fees? Will airlines begin to see consumerism and awareness of fees driving travel decisions? Until now, air travelers needed a calculator, a lot of time, and the innate ability to find airline fees to compare them. With TruPrice’s transparency, I’m wondering if airlines will begin to fee match for travelers who have options and now know that their bags and other fees may be half on one airline as they are on another on the same route. Could we see Delta matching AirTran’s fees if a customer requests it? How about United matching Southwest’s? Or any other combination of airlines that may fly similar routes and schedules. Perhaps TruPrice is indeed changing the way we buy airline tickets.