Airlines Hike Holiday Surcharges

Previously I had written about airlines adding around a $10 fee each way for travel during the holidays (mainly from Thanksgiving to Memorial Day,) but today airlines confirmed that they will double that surcharge on travel around Thanksgiving and Christmas.

American, Delta, Northwest, United and US Airways airlines all said they raised the fee because of peak demand and because they needed "to match moves by our competitors," US Airways spokesman Morgan Durrant told the Associated Press.
In reality, it's not because carriers need to match anything -- airlines simply want the revenue any way they can get it. Paying more for holiday travel as it gets closer to the day of departure isn't unusual, in fact, some may says it's expected, but the idea of hiding the $40 round-trip surcharge seems to be the most troubling factor. Is nickel-and-diming the few passengers airlines have the wisest way to proceed in business? Or is there a better, or at least more honest way, to price a ticket? (Also, Kayak needs to add these holiday surcharge fees on its airline fees schedule.)