The rivalry peaked a couple of years ago, when Broward reportedly poached a Carnival Cruise call center and a Delta Air Lines reservations group.

FORBES: Miami Vise

The low-fare blast is squarely aimed at siphoning off traffic from United and other legacy airlines like AMR , Delta Air Lines , Continental Airlines , Northwest Airlines and US Airways Group as the industry starts its fall season slowdown.

FORBES: Can Glenn Tilton Fly This Thing?

Airlines for America, the industry's lobbying group, says air travel is almost always crossing state lines and airlines can't be subjected to a particular state's rules.

WSJ: The Middle Seat: Passenger Rights? What Passenger Rights?