$1 for coffee, $2 for soda or water? The airline, in a desire to cut costs and bring in new sources of revenue to fend off bankruptcy, did things that other airlines did – charge for checked baggage, premium seats and using frequent-flier miles to book tickets. But charging for a soda seemed a bit much to most people, so in a memo to employees, CEO W. Douglas Parker said they would back off of the policy starting March 1. Kudos to them for realizing that there’s a limit to nickel-and-diming customers. source