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Bait and Switch
Others have made pricing mistakes in the past (Palm Vs for under $200; 19" monitors at 1/10th the cost). In both of these cases, the merchants made a reasonable attempt to honor their prices. They would only honor one order from each customer and they would only sell their current stock. They lost money, but they won on good will and image.
Not only are those customers mad at United, but so am I. If I see what I think is a cheap fare from United, should I believe it? Do I have to worry that they'll change the deal after it was made?
What's to keep United from doing this intentionally? At least *some* of those screwed are likely to buy more expensive tickets from United or lose deposits on hotels and cars. This is a classic bait and switch, even if it wasn't intenional an United's part.
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It's not false advertising because it was an honest mistake. It's not bait and switch because that's not what they were trying to do. It was just a mistake. Yes, if you can prove to me that the intent was to put up insanely cheap prices to lure people in and then tell them "no", that's a different story. But, in the case of an honest mistake, the people who bought the tickets should suck it up and deal with it.
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