Frontier is already doing this. I flew with them a few months ago (my mistake) and I always print my boarding pass, but it wasn’t showing up anywhere when I checked in the day before. No big deal, I’ll print it at the self serve kiosk when I check my bag. Nope. The only way to get a boarding pass now is to pay $20 for a printed copy at the check in counter (and I wouldn’t put it past them to also tag on the $50 agent assistance fee while they’re at it) or download their proprietary app onto my phone.

My girlfriend works in a hospital and said there has been a recent push towards referring to people being treated as “customers” instead of “patients”