The rate increase by Forward Air is a direct response to rising operating costs and is aimed at maintaining service quality. While this could lead to higher revenues, there is a risk that customers may seek more cost-effective alternatives if the price increase affects their willingness to pay. However, given Forward Air's strong market position and focus on expedited LTL services, the impact is likely to be positive in the short term as the company can potentially pass on the costs to customers without significant loss of business.