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I dont think United should have to honor a 33.00 price. 33.00 to HK is ridiculous, any reasonable person is going to know its a glitch. Im sure "some" of the people who booked a flight owns their own business. How would they react if this happened to them in their business?
Obviously, there is a human factor behind this unfortunate "glitch". Someone had to input the figures into the system and it flew out into cyber-space in milliseconds. And in those milliseconds, the "greedy" people displayed their ugly heads and devoured it like a bunch of scavenging vultures. I know "Common Sense" left civilization awhile back but there are those that still carry that all important attribute to one's mentality. Although, ethics and morality are closing in on being another mental extinction. Does anyone look at something anymore and say to themselves, "This is too good to be true!!" ? And they still follow up on it because they are in that "greedy" mode and want something for almost nothing and/or they think that they have hit the "motherlode"! No wonder people are scammed out of Millions, if not Billions of $ a year...all in the name of "greed". They think they have won the Nigerian Powerball! When they find out that they have been scammed...they run around in circles trying to find someone to blame. This error is on UAL and the person who made the error. No doubt, that person is now filling out applications for other employment. No. United should not honor a ticket at that price. All of United's "Goofs" are due to management having the lack of management. Fortunately, it doesn't trickle down to the Flight Crew and Inflight Crew training!
Yes, it is both amazing, and disturbing as most of these folks have zero knowledge of the business operations they are charged to support.
I don't see in any of the rulings, that United is required to honor the flight when someone bought it for 4 FF points; that United won't just cancel the reservation. This was clearly a mistake, not intentionally. While I understand new DOT rules prohibit United from increasing the fare, it does not prohibit them from canceling the reservation. Everyone who booked the ticket for 4 FF points KNOWS it was a mistake. Even the most unsensicle person out there knows when a deal is to good to be true; that was the case of this. United is right by honoring the tickets on trips already started, but they will end up canceling the reservations of people whom have yet to begin their trip. I would guess that a $250 voucher will be given to all those tragically "affected" buy this harsh and inhumane computer error.
Anything that happens on the ground, can happen in the air.
George Hobica has it right.