Bear-Stearns, the Freddy/Fannie fiasco, both "to big to be allowed to fail", we are told. Air lines are next, the precedent has already been set, and good ol' Uncle Sam will ride to the rescue. The problem is, when the benevolent uncle reaches for his wallet, the only thing left in his pocket is lint.
It is too late to look for alternate/more efficient design or fuels after a crisis hits. That's because it takes capital to make changes in manufacturing. A company that is bleeeding is expending capital simply trying to stay in business. Alternate fuels may help, but if I'm not mistaken most airlines were losing money even before fuel prices went up. That means that alternate fuels would have to be even cheaper than prices were 2 years ago to reverse the trend.