Air Canada definitely needs to do something about this on their website though.
I just did a search LHR-SFO (via YVR/YYC/YYZ) on Latitude fare basis BLXNCGBW. On the summary screen it says:
- Tickets are fully refundable and non-transferable.
- Changes are permitted free of charge, subject to availability.
However in the fare rules it says tickets are non-refundable and changes carry a fee of 100 GBP. The average person does not read the complete fare rules - all they see is spelled in bold text that the ticket is fully refundable and changes are free.