It’s finally happening. Banks are giving up on Free Checking. After taxpayer bailouts and posting record profits, it’s not enough. Let’s see how much money we can get from consumers in the worst economy since the Depression.

Now is the time for credit unions to do nothing. Absolutely nothing – and you will be the hero. You will have your differentiator back.

Consider the airline industry. No one charged for bags. Then American airlines had to charge (so they say) and then one-by-one everyone followed. Everyone except Southwest Airlines. And the best part? Marketing decided to flaunt their decision to do nothing in a series of very successful ads.

So please, do nothing.