I didn’t say “by any means necessary.” For example, simply giving away Js for free at the gate just to fill them could definitely create a disincentive to pay J fare.

I gave a specific example where Iberia sets a minimum bid of, say, $800 for an upgrade on transatlantic flights. And in that instance, I think Iberia would likely make more revenue without discouraging wealthy and corporate fliers from paying the fare to ensure their seat.

This is behavioral economics, and I think I’m probably right. But maybe Iberia has data to the contrary. Or maybe they’re the ones being “short sighted.”