As more and more airlines struggle with fluctuating fuel costs, labor disputes and competition that puts downward pressure on fares, they cut wherever they can, and for passengers the clearest sign of this trend is the loss of services once considered standard. It started with charging for drinks and meals on shorter flights, then charging for a second checked bag or even the first. Ireland's premier budget carrier Ryanair has taken these cost-cutting measures to almost laughable extremes.

Japanese carriers have always had the highest reputation for service, which is one of the reasons Japanese fliers remained faithful for so long and paid extra for those services. The JAL bankruptcy proved that this was no longer the case, and in recent years Japanese airlines have had to genuinely compete with others for customers, even Japanese customers. Now budget Japanese carriers have softened service, and some think that one of the pioneers, Skymark, has gone too far.

Earlier this month the media covered the airline's "service concept," which, in practical terms, doesn't really make a huge difference in a passenger's in-flight experience. However, the way it was presented seemed geared to offend. According to the Asahi Shimbun's reports, the "instructions," printed on B5-size pieces of paper and inserted in seat pockets on aircraft starting May 18, state that flight attendants are not obligated to "help passengers stow luggage on board the aircraft," meaning that passengers are totally responsible for their own bags. More to the point, the instructions also state that attendants and other staff do not have to "use the polite language that airlines conventionally use." And except for the company-issued polo shirts and windbreakers, staff can dress or make up any way they want.