=+10. Some airline industry executives believe that lower, simpler fares for the major carriers will earn goodwill from customers and send a clear marketing message that they are ready to compete with low-cost rivals. But few big airlines are embracing a new pricing system, frequently opting to launch new no-frills discount airlines to compete with AirTran, JetBlue, Southwest, and the other low-cost carriers. Why do you think they are hesitating?