Even in lay person in the fine art of running a business knows that he should raise his prices to cover the costs of running the business. But I guess our fine group of MBA's at AA are much smarter then the average lay person.
Well, AA's been leading the way on fare increases, not just in 2011 but ever since airlines were allowed to price their own tickets instead of obeying the CAB on prices.
Even laypersons know that the more expensive something gets, the less of it gets consumed. And the converse is also often true - the cheaper something gets, the more of it gets purchased.
Problem is, vacationers and other leisure travelers simply don't have to fly. They will fly at the right price but if prices increase too much, they don't. Vacation airfare isn't the same as the gasoline bill or the mortgage payment or groceries or utilities or property taxes - you know, the things you HAVE to buy every day, week, month. When the average layperson is wondering how to house, feed, clothe and educate the kids in the face of higher and higher prices, those tickets to MCO fall farther down the list of priorities.
Just a note about internal consistency of your position: Most of the employees who post here are in agreement that AA management is greedy and out to take every dollar from the employees, right? Is there any reason at all to suspect that management hasn't been treating customers the same way all these years? I've seen airfares go up and I've seen them go down, but lately, prices have been higher and higher. Fortunately, I can afford them even at their higher prices and I don't post here or elsewhere about how terribly evil AA is for squeezing every dollar it can from customers. But look at other online sites and there are many complaints by cheapskates about how high airfares have risen. If AA management is so greedy and willing to screw employees, you can be sure that management is willing to do the same to customers.
The USA-based airlines grew very rapidly post-1978 and grew very large because of cheap airfare. Airfare based on fuel that was less than a dollar for most years until the past decade. In 1998 and 1999, AMR's average fuel price was $0.55/gal. Demand for air travel exploded because prices could be so low, since fuel was practically free. Fuel ain't anywhere near free anymore. AMR's fuel bill in 2008 was more than AMR's total fuel bill for 1998 thru 2001. That's right: In one year, 2008, AMR spent as much on fuel as in those four years when fuel was really affordable.