Well the article is 3 web pages long so I don't think I can copy and post!
The basic point is that the NY Times writer believes that the airlines are going to actually become more like Southwest. It also points out that business travelers have more tools to use now to help them get lower fares and they are less likely to pay the full fares that the airlines depend on for discounts.
Below is a summary of the article I got from the USAToday web site.
A la carte pricing? Airlines could charge for perks
Air travelers are currently enjoying fares that are hovering near all-time lows. And while a dramatic rise in prices doesn't appear imminent, fares soon might not be worth what they once were, according to report in The New York Times. With the industry counting its losses in the billions, several of the nation's largest airlines have announced dramatic changes to their business models changes that promise fewer flights, longer connections and reduced perks. Major carriers have traditionally charged higher fares to business travelers for tickets with fewer restrictions, and boosted those fares first to help make up revenue during times of weak demand. But corporate travelers finally revolted during the last downturn, aided by tools such as the Internet that have allowed them to book travel at leisure class fares. "Overnight, the airlines lost control of their product," one analyst told The Times. Now, some airlines are rethinking their fare structures as they struggle to maintain marketshare against successful discount airlines like Southwest and JetBlue. Among the possibilities are charging extra for amenities such as aisle seats or for quicker connection times. "Right now, you just don't see the difference" between full-fare and discount tickets, said Booz Allen travel manager Douglas Weeks. "If you were able to say, `I paid three times the discount fare because I wanted an aisle seat and frequent-flier miles,' then maybe it makes sense."
I don't know if this will work either, but this is the link to the USAToday page that linked me to the NYTimes orginally. (by the way, I am a registered member of the Times page, I don't know if that is required or not.)
http://www.usatoday.com/travel/today/sky.htm