I was linked to this consumer advocacy website earlier today around a different matter (to do w/ airlines), but I think they put this well as part of their values page https://www.elliott.org/our-values/

   promotes honesty, fairness and respect between companies and customers.
  ...
  For companies - Honesty means that the price a company displays should be the price its customers pay — no tricks. Customers have the right to know what’s included — and not included — when an offer is initially made.
  ... (under 'Our causes')
  Killing junk fees. Whether it’s a mysterious “access” fee on your cell phone bill or a “convenience” fee on your ticket, we stand opposed to meaningless junk fees that line the pockets of companies.