If you bring your own bag, you don't get charged the fee.
In fact, most stores (other than the mom-and-pop ones) will give you a $0.05 credit if you bring a bag. They did that before the fee/tax went in place, and they still do it.
I totally support it. Of course, there are many who gnash their teeth and beat their chest and lament yet "another" tax on the struggling populace...but I say - Beat The Man....Bring Your Own Bag!
Of course...the trick is remembering to bring them when you go shopping. I find it's easy to forget when you go to a store you don't normally think to bring your own bag to....like TJ Maxx or Target or stores like that.