There isn't any local business in Malaysia that I would consider efficient except one - the wildly popular (notorious) AirAsia.

While every big airlines will overcharge you highly by providing you the ease of bringing large luggage, serving you with wonderful meal, hiring first class model to smile at you, giving you the option to change your traveling date, AirAsia is the guy that leads the rest of low cost airlines and changes the game rule.

The logic behind every action of Airasia is well plotted, aiming at the big direction of cost saving.

Why put upon the cost of heavy luggage to all customers while many passengers actually bring less than the provided luggage limit?

By cutting unnecessary value which translates into direct or exponential cost saving, AirAsia builds a solid ground of low cost operation and provides more people the ability to fly.

The innovation of systematically calculated pricing scheme is another break through in the industry. No one sells flight seats in this world as crazy as AirAsia does.

The idea of Zero fare itself is as unthinkable as to charge someone RM 800 per way for the Kuala Lumpur to Tawau route in a typical peak season like the Hari Raya.

Air Asia has made the game rules the free market way - opportunities are only meant for those who are ready.

If you happen to be the special one in an event of emergency or the guy who only books last minute flight, you are forced to pay more to compensate the loss incurred when AirAsia previously sells a zero fare ticket to another peer on the same flight.

These actions, while designed to protect the business itself in face of hiking petrol cost and global competition, are often despised by their own customers.

The recent launch of RM 10 over-counter check-in fee provokes the already frustrated crowd to throw their dissatisfaction all over AirAsia's Facebook fanpage.

AirAsia has again shown their bravery in tough time like this when majority of global airlines are projected to publish red figures in their income statement.

It's insensible to charge passengers for over counter check-in especially those who need it most are most likely coming from a poorer background and have no access to computers or illiterate.

Air Asia has made it clear that they wouldn't give up their mission - to operate at a lower cost.
The new policy has not only provided extra profit to the corporation, it also cut down the cost to maintain front office operation.

It's a double-sided gain for them and as consumers, we are once again being forced to give up our convenience only to enjoy the benefit of lower flight fare in a longer term.