It's not just airlines and banks that are hitting unwary customers with "fees" in order to make their prices seem more reasonable. Now some medical offices are tacking on "facility fees" for a visit to the doctor. See this interesting article that ran in the Washington Post.
Since it is often impossible to find out ahead of time what a doctor or hospital visit is going to cost, medical offices and hospitals can't be doing this to make their services seem cheaper to people who are reading the right hand side of the menu. But it certainly complicates our efforts to understand medical costs.