Continental Airlines has matched Delta's increase in the fee to check luggage and is now charging $23 for the first bag and $32 for the second one if you pay online. Paying at the airport bumps it to $25 and $35, respectively.
This applies to tickets bought on or after January 5 on Delta and on or after January 9 on Continental.
Our advice--Don't jump at what appears to be the lowest fare without factoring in these costs. Check and compare with Southwest, which has the best policy--first 2 checked bags are free. And let Southwest know that this is why you choose them. Rumor has it that they are conducting surveys on the effects of jumping on the bandwagon.
For more on this and other airlines' policies see CNN