Charging for receiving marketing email

I’m still learning about this very interesting airline industry, clearly.

Australasian Low Cost Carrier (LCC) Tiger Airlines is now seeking a subscription fee for its followers of special offers and campaigns (Tiger Rips Stripes off its customers,, 18 October 2010).

I have heard about scrimping, but this is ridiculous. In the era of information sharing is power, I really don’t know why anyone would want to prevent prospective customers from getting on board – so to speak. Or is this their attempt to position the marketing material as a luxury good whereby the sheer fact that it has a monetary value raises its perceived value over other free communications. Even if this is the fact, it’s a strange pitch from an LCC.