Because cash, for better or worse, is how our society determines "need". It's by no means perfect since the wealthy have an advantage but what's the other optio

Because cash, for better or worse, is how our society determines "need". It's by no means perfect since the wealthy have an advantage but what's the other option? A panel analysts to review who really "needs" that seat? Demand pricing (plus full fare flexible tickets and first/business class) is what helps less affluent people being able to afford a ticket at all. So instead of everyone having to pay a flat $600 for a seat, people with flexible travel dates can buy early and pay $300. They'll lose some amenities (like legroom, food, "free" baggage, etc), but for some people, that can make the difference between being able to afford a ticket at all or not. If the plane is so full that the airline can triple the price over what they cost 2 weeks ago, it's likely that there would have been no seats at any price when I wanted one if they kept prices steady at $400. I'm by no means wealthy and $1300 was painful, yet still I was thankful that I could get a seat at all for a very time sensitive trip.