An article in Bloombergbusinessweek (October 8,2012) describes an effort by Allegiant airlines, with ticket prices at $89, to share airplane fuel risk with passengers. The proposal – passengers pay a lower fare upfront and a fuel charge based on actual airplane fuel prices, or pay a higher upfront fare to lock in seat prices. The impact will be to share risk with passengers ready to accept it, thus benefiting both entities. Will such solutions be accepted by passengers as similar to baggage fees ? How can passengers be convinced of the appropriateness of the fuel charges levied later? What other service industries can use such risk sharing schemes ?