Hardly seems worth it.
I was just checking flights for next year. From San Diego to Maui - SAN - OGG on HA 37 is $384.30 coach or $734.40 first class. That's exactly a difference of $350.
Based on the succesful bid ups I see - very few are less than $300. I'm not seeing substantial savings. This seems to be more marketing ploy to sell off the seats near what they would have cost anyway.