Spirit Airlines, the carrier with the nation's highest passenger complaint rate, believes it is just misunderstood.
Maybe passengers will learn to love Spirit if they understand that the Florida-based airline charges fees for carry-on bags, food, drinks and about 70 other extras simply to keep base fares low.
That is the thinking behind a campaign launched last week by Spirit. As part of the effort, Spirit secured a trademark for the term "Bare Fare," as in a fare that is stripped of all extra costs.
Spirit has also produced two videos, one each of a young man and a young woman stripping down to their underwear to fill a carry-on bag with the clothes they need for a quick trip.
While other airlines include the cost of snacks and reclining seats into the base fare, Spirit says it's focus is only on getting you from point A to point B with no extras.