http://www.bbc.com/news/av/stories-42231505/one-mum-s-fight-to-get-wheelchairs-on-planes
This lady fights for her 10-year-old son's right to fly in his own wheelchair. This gives him the physical support he needs. It also avoids some of the dangers of wheelchairs not being found quickly or being broken before they are returned to the passenger. If any airlines become early adopters of this idea, I would expect that wheelers who travel would want to prefer that brand when it flies where they want to go. At least, wheelers and their friends might want to express support for the idea.