Right, just pointing out that people ITT seem to think there's a bigger market for reserving a particular (car/seat), with the buyer bearing the costs for chang

Right, just pointing out that people ITT seem to think there's a bigger market for reserving a particular (car/seat), with the buyer bearing the costs for changes. Southwest is the opposite of that, as are most of the rental car companies. That's how the 'full service' airlines reserved seats, but there isn't a lot of extra profit in it. People want cheap and flexible transportation more than they want a particular seat or car.