I guess that's one way how airlines try to get people to justify premium fares. It would be great if you could transfer it over to someone else if you get a great fare and can't use it.
Interesting enough, while AC and most airlines I know of don't allow it, Westjet actually allows it under their new fares. Their 'Plus' fares have a free name change feature, and on their Flex fares you can change the name on the ticket for a $50 fee. So I guess some Canadian airlines allow it (just not AC)!