Originally Posted by
John26
It also drives away people from booking in advance with the now defunct promise of a refare if your fare drops.
The promise is not defunct. It merely no longer applies to e-fares. Fares can drop (or lower fares may become available) even without e-fares.
Originally Posted by
John26
Also, why not advertise this through all channels (i.e. Orbitz, etc) instead of just savy customers who know to try the obscure e-fare link through (Planning Travel > Special Deals > e-Fares).
Because by making it an unpublished fare, they can presumably avoid any guarantees that apply to published fares... just a guess.