No wonder UA is losing money left and right. Once the doors have closed and the plane has left the gate, they should invite as many as they can to first. It's called goodwill. Once the plane has left the gate, nobody else is getting on, and there will be no "additional revenue." Too bad Bean Counter Tilton doesn't understand this concept and keeps pissing off their loyal customers.

To those suggesting they sell upgrades while the plane is taxiing to the runway, selling upgrades after the doors have closed is tacky.