This is a sign of the times when everything becomes priced and charged out for.
You can take a look at airlines and flight industry to see where this is headed, where every little thing is an a la carte cost.
In purely economical terms, this should be a more efficient, it's shouldn't be thought of that you're being charged more, if you don't want it you are getting a "discount". Everyone is getting what they paid for. But we aren't all robot computers with unlimited cpu cycles to calculate and micromanage efficiency and valuations, so this leads to just human stress and frustration. Nobody wants to bring up their excel spreadsheet before each run to figure out if taking the next lift is worth $22.37.
On the flip side, I think all of this will go in cycles; when the industry dips too far and prices everything out and overwhelms the human customer; someone comes up with the bright idea of the all-inclusive resort again where you don't need to think about money and it's just 1 price.