whaaaaaaat

spoiler alert: don't check your luggage

How would you feel if you woke up one morning and couldn't go buy some eggs from the supermarket until you joined their club for 100$ a month?

Sounds like the local co-op; turns out they sell better products and generally provide a better shopping experience...

But if people disagree with the pricing model and it drives away customers

If you change a pricing model (and it's not cheaper) you'll get a ton of complaints no matter what you do. Their model will work fine.