Remember, AA was the first airline who wanted to be more "equitable" about distributing the fees and started charging fees to check bags.
Ostensibly they did this to be more fair to the people who didn't check bags.
Of course the other major carriers quickly followed suit.
My experience has been that the whole flying experience was heavily degraded by this misguided decision. Even when I pay the fee to check my bags, I'm forced to wait while people who were too cheap to do so try to shove their bags into overhead compartments they just won't fit in. Thus, the checked bag fee slaps me twice - once when I pay it, and again when I have to deal with people who should have, but didn't.
American Airlines came up with that idea, and I don't think I will ever set foot on one of their planes again as a result.