And Darn Tough would have a monopoly on socks.
People only care about cost. The #1 irrefutable indicator of this is airline ticket prices: if Airline A charges $117 for a ticket and Airline B charges $110 but will also kick you in the nuts and nickel-and-dime you for everything to the point that it actually costs more in the end than Airline A...
...people will choose Airline B every time.
The vast majority of people will search for a flight, sort by price, and buy the cheapest ticket no matter what.