E.g. [1]. I had no idea the pricing of carry-ons for Frontier changed depending on when/where you add it. It also makes it hard to compare prices across airlines, because I have to remember which charge for luggage and how much, so I can add it to the cost when I use flight finders.
Sometimes the changes are also something I wouldn't think about. E.g. I flew Southwest recently and had no idea that "open seating" was even a thing to check for.
I can see how people who don't fly regularly get confused. I fly a couple times a year and get surprised, I can't imagine the bewilderment of someone who flies once every 5 or 10 years.
Makes for a more efficient economy that benefits everyone, even the producers in the long run.