This isn't about the availablity of publilc access, but the requirement for public access. As it stands now, if I'm funded by the National Science Foundation (and I am, partially), I can publish my work in a Journal that requires the public (people who funded the work through their tax dollars) to pay to access that reseach. If I'm funded by the National Institutes of Health (and I am, partially), they insist that anything I publish is available for free after one year. I wish that everything worked that way, because, just like artists, obscurity is the biggest problem. The more people who can find my work, the happier I am.
It depends greatly on the field. In Computer Science, the only fees I've ever seen are if the article is over a certain length. And other than a couple of Professional Society's main jpurnals, none have any advertising. Other than that, I agree that the publishers are just trying to protect their sweet deal.
Re: Mobile App
Unless Southwest is trying to make money off of its mobile app, why should they care? As an airline, their strength is making things as easy for customers as possbile (no change fees on tickets, all flights are priced as one-way flights, so there is no penalty for flying one way, or stringing multiple cities together). Having access to your reward points in a way that is convient to the customer should be an easy decision.