It is just joining the club. According to this story in the New York Times, Continental, Delta, Northwest, United and US Airlines are already charging for extra checked baggage. Even economy airline AirTran charges $10 for a second checked bag. So what's the big deal?
It probably is a big deal, however, if you're a sales person traveling with an extra sample case or two or someone taking a display to a convention of some sort. I remember when I did a lot of traveling to do training courses and checked in all the AV equipment needed to present the course. So these rules don't affect just these folks.