I, too, know a lot of people who would just pay 2-digits (whatever amount) for a confirmed exit row. They like to fly airlines like Sun Country out of MSP because Sun Country will sell them a guaranteed FC upgrade for $75 or something, therefore they don't see the point flying NW, not even for miles, better connections, etc. And Sun Country serves cheeseburgers in-flight, which apparently is a big plus for them. Mind you, I'm talking about people that fly once or twice a year. Frequent travelers understand these differences...well, differently.