Well I am honored (I think) that my name takes top billing on a complaint. I certainly understand your frustration, and to be honest I think the non-refundability isssue has more to do with a systems restriction (EBCI is not a fare type but an add-on specific to a single pnr) than an attempt to "gouge" any Customer. There is currently no way (or a reliable way)to move the EBCI money to another record or to refund it through the online system. I know that we are working to clear up some of the drawbacks on this product. I am so sorry for your disappointment, and I will share your and the other's thoughts on how to make the advisory more prominent.
Brian