Not exactly.

There is no booking fee for a ticket for yourself, but they will assess a fee on a ticket for someone else. They did this to me last month -- and didn't even tell me about it. The first indication was when it showed up on my amex.

I called and they reversed it, but they made it clear that the fee exemption only applies when you are booking a ticket for yourself. I assume this doesn't apply to mileage awards, but hard to know with the new order.