This is a common problem in Asia, regardless of alliance. If you go to Expedia, Orbitz, or whatever your favorite booking site is and search out almost any non-peak dates in advance between Asian cities, the mileage earning on most of the fares you can "easily buy" is somewhere between zero and crap. (I mean without going out of your way with a T/A or Refundable ticket).

Personally I wouldn't mind a "buy up" option to 100% for people who care about the miles but buy in advance and don't need a refundable or non-restricted ticket.