They'd charge for SkyMall if they could. Airlines have been "unbundling" fares for years now — instead of paying one price that covers everything, you now pay à la carte. The specifics vary by airline: you might find yourself shelling out for food, entertainment, seat selection, checked baggage, a guaranteed standby seat, a pillow and blanket or priority boarding. And recent evidence shows that the airlines aren't done finding new ways to monetize the flying experience. Spirit asks for $20 to $45 to put a bag in the overhead compartment, British Airways charges £10 to choose a seat more than 24 hours before a flight (even if you only want to guarantee a seat next to your travel companion), and European discount airline Ryanair says it will begin demanding £1 or €1 to use the lavatory. Ultimately, travelers have to look at airfares the way they look at products sold on TV: the price might seem low, but what about the shipping and handling?