Frontier announcement of new fees

What do you think of Frontier Airlines announcement to start charging for carry on's, coffee and soda if you book through a third party site such as Expedia and Orbitz.

Are you more likely to book through Frontier's website directly, which is their intention, or will you go elsewhere such as Southwest Airlines which does not charge a fee for carry on or checked baggage and was just rated one of the top customer service companies.

http://kdvr.com/2013/05/01/frontier-airlines-announces-plans-to-charge-fees-for-soda-coffee/