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Attalus, according to the article these are routes that currently don't serve food, so of course the base ticket price would stay the same.
I think it's a good idea and a likely money-maker. Hell, I buy booze on the plane. On short flights I currently don't have the option to eat a meal - other than some snack mix packet. There might be a day when I was hungry and wished I could get a crappy airline meal for $5.
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