I think the title of this thread should reflect the subject (we post plenty of articles from Ynet on here) so perhaps (if the OP doesn't mind) our Mod can change it?
As to the issue itself, I can see the logic behind it, but for "fully flexible" fares the charge is ridiculously high!
BA now impose a no show fee on fully flexible fares as well but it's a mere £15/$25 and it's waved for Gold card holders.
By the way, I could have sworn Athens is in Europe...