WestJet, their main competitor, did this ages ago. People weren't switching en masse despite roughly the same route network. Ergo, it didn't matter to people, so removing it was reasonable. This gave them the ability to lower the sticker price, and makes them more competitive.
Airlines have awful margins. Literally, awful. AA's net margin in 0.5%. AC's net margin is around 10%.
[edit] I'm super tall, and I love flying LCCs like RyanAir and EasyJet, because they charge virtually nothing to get on, and then a low, reasonable fee for an exit row. I pay for what I want, and they're super timely. Economy is economy. On the premium cabin side, sure, there's room to differentiate.