When Zihuatanejo Is Not In the News

I am not sure what anyone can do about it - (Director of Tourism, etc.) but the price of getting to Z has to be off-putting to some. I love Z the way it is but I agree with others that it can't exist without some growth.
We adore it - and we have spent considerable time in other parts of Mexico before finding Z... but $1000 + is a little daunting to some of our friends who would like to accompany us.
I am not a business man - but cutting capacity to Z seems to have had the effect of prices going up and crowded (or overcrowded) flights. Wouldn't lower prices mean more flights, more jobs, more profit for the airlines if people could only afford to fly?
Why is it less than 1/2 to go to Cancun or PV?