My issue with the name is that it really just makes it sound like you're buying the least expensive "Econo" fare. The word "lowest" in the consumer's mind is a positive ... an advantage. There's nothing clear (or implied) in the name that you're making a big trade-off in order to get that.

Sure, the website gives a bunch of terms and conditions around the fare. The info is there, and it's presented clearly. So caveat emptor, I suppose.

But I do think it's legitimately confusing for the average traveller. And when WestJet is fighting tooth-and-nail to grow in a tough business, being able to say "duh, we tried to warn you when you bought" isn't a great way to keep customers coming back.

Their naming convention seems kinda like if you were to book a room in a hotel and were shown three options:
Option A: Executive suite
Option B: Standard room w 1 king bed
Option C: Standard room w 1 king bed (Least Expensive)

... you'd probably assume the two 'standard room' products were the same, but option C is that room at the lowest price. We all would. The naming makes it sound like option C is actually advantageous over option B ... the same product, but at the best price. But imagine your surprise when you check in and find out that your Option C room doesn't have a TV, a phone, soap or toilet paper. And then be told it's your own fault for booking it, because you should have read the fine print on the website.

I know that WestJet's terms and conditions are pretty clearly presented on the website when booking. But, as I said, how many people actually read those T&Cs whenever they pop up? (To be honest, when I'm shopping online I routinely click through all of the "Agree" and "OK" pop up buttons online without reading. Except for airfares, simply because I'm an air travel geek who know better.) Sure, WestJet is covered if anyone wants to complain about it, because the warnings about that fare certainly are there. But - given that some buyers undoubtedly won't review them (or perhaps even understand what they're not getting) - it's just not very customer-friendly. It's really not good enough for WestJet to simply have covered their rears by having a pop up window -- they need to improve their customer understanding about what they're buying. And WestJet being "right" is not necessarily the same as making customers not feel like they've been duped.

I really think the WestJet naming convention isn't that far off from my hotel example above.

After all the product (i.e. "Econo") is in the name, so you're buying an Econo fare, right? It's just an Econo fare at the "(Lowest)" price. Woohoo! That's the name, after all. The thing is, the features are nothing like an Econo fare. It's the same seating area on the plane as Econo fares (and Flex fares, too) but that's where the similarity with Econo ends. Econo and Econo (Lowest) are apples and oranges. So why give them such similar brands?

So, just don't call it Econo. Different product, so different name.

Or, if they really want to call it "Econo", then call it something more descriptive like "Econo (Restricted)" rather than the seemingly better "Econo (Lowest)".