The airlines are struggling these days, much like everyone else.

In its effort to provide essential business and economic news and information to Minyans the world over, Minyanville.com has already covered the most critical trends, such as Ryanair (RYAAY) contemplating the first pay toilets inside commercial airliners.

As a frequent flier on US Air (LCC), I received a notice saying they were no longer going to charge for soda and water. Holy catfish. Not only is US Air unpopular with geese, they apparently wanted to antagonize the entire population (good thing they're stopping).

But what grotesquely overpaid executive thought up the idea of charging for soda and water in the first place? Probably the same executive who thought up in-flight pay toilets, which makes me suspect this advice could be coming from roaming consultants.

This is the kind of stuff you just can’t make up. The severity of the economic pinch on airlines is no secret. But some of this is getting ridiculous.

I recently flew from New York to the west coast and back on United. As I checked in, they charged me $25 each for the bags under my eyes. When I got through security and saw the enormous commercial airliners taxiing outside, I couldn’t help but notice “Your Name Here” painted on the tail of the Northwest Airlines jets. The whole trip was an intensive study on cost-saving measures.

Okay, I made that last stuff up. But what everyone in the airline industry except Southwest seems to be missing, is the heightened opportunity to bond with customers during tough times. Instead of cutting back on nickel-and-dime stuff like not serving .5 ounces of pretzels in flight, why not spend a few nickels and dimes to send the message that “We’re all in this together” and “We’ll do everything we can to make your experience as comfortable as possible?”

Unfortunately, much of what I experience and witness at Alaska (ALK), United (UAUA), Delta (DAL), American (AMR), Northwest, and Continental (CAL), et al, sends the opposite message. This isn't to say that most airline personnel aren't courteous and extremely helpful. They are. I think that's the rule, and the surly, at-the-end-of-their-rope types are the exceptions. Yet, we know from the research that it takes 50 positive impressions to equal one negative experience. And with air travel, the negative impressions can be ugly.

I was behind a lady in line at the gate check-in counter trying to get a seat assignment. She had gone online 16 hours before and wasn’t allowed to select a seat. She was at the airport 3 hours early and wasn’t allowed to select a seat. The ticket agent started giving her lame excuses like, “Well, you know that many people like to pick out particular seats.” The irate passenger essentially retorted, “Say something intelligent if you’re going to attempt an explanation.”