With rising jet fuel costs, airlines in the US are desperately trying to cut costs and bring in additional revenue. Right now fuel costs are 40% of the average ticket price, up from 15% in 2000, and airlines are doing everything from washing planes more frequently to reduce drag to charging fees for checked baggage. People want cheap tickets and a pleasant experience, and increasingly it looks like we’re in for neither. One small suggestion: people do love free stuff, and inexpensive giveaway items may be a way to salvage some positive feelings about airline brands without breaking the bank. Alternately, switch immediately to Hello Kitty airplanes, or both.