Except for those who will not ever fly UA again, people value free tickets at a higher rate than what it costs UA. If UA funny money isn't enough, then they should offer free unrestricted coach tickets anywhere UA flies. In theory it might cost UA $3,000 in the Y bucket but since those are rarely filled, in practice it costs them little. But if free tickets isn't enough, then offer cash. Or free tickets and cash. I refuse to buy into the myth that all 70 people will refuse two free F tickets anywhere in the world and $2,500 cash, and the idea of the passengers colluding to drive up the price of VDB is just laughable.