I haven't flown in so long that I have forgotten what the "norm" is. So, if I were to travel by air, and if the airline were to charge me to check my bag ... I suppose I'd pony up the dough and get on with it.
My best guess is that all of the airlines are struggling under the weight of increased fuel costs, and are doing the best they can to maintain operations and continue to earn a profit. This surcharge-on-luggage is merely an effort to charge more to make up for the increased cost of jet fuel.
It takes energy to travel. Even if you were to walk from place to place, you'd have to eat (ingest energy) in order to make the trip. And guess what, it also costs more to eat today - due in part to the increased cost of oil.
What we could really use - is a leader with vision, and a national goal (similar to our commitment to put a man on the moon) to develop and put into use a source of energy other than fossil fuels. I have no doubt that, if we put our collective minds to it, the United States of America could say "good-bye" to our dependence on oil.