Mostlikely that hay value is closer to 30 or 35 dollar per bale, so they've got a 10 to 15 dollar per bale shortfall, and they're having to turn around and use that to try to buy more hay.
They may be important now, but as airline rewards programs continue changing, it's those customers who are repeatedly willing to pay more for higher-class tickets that will likely earn the mostvalue and rewards flexibility.