B747-437B asks the question "Where do you draw the line?" - this is reasonable, but let's face it - even if Captain Wise did this on EVERY flight he was on (which in no way would this happen!) the chances are that he would ever be on the same plane with those same 1P's again is next to zero. The point is that it is essentially random. The Captain showed thoughtfulness in selecting 1P's to u/g (one assumes the 1K's-if any-were already in F!) - noting they were loyal customers, and also those less likely to play the "I got this last time" thing.
Has anyone considered that this small act, as noted by PremEx and reported here has actually done more for UA revenue (I think) than Capt. Wise could have dreamed. How many FT readers may read this thread? How many might tell their friends, or even perchance decide "Hmm, I won't give that next trip to the other guy, let's try UA again - seems like they're trying" - that is revenue positive to UA - even in a very small way.
Back to the point of where do you draw the line - I think it is as in most situaitons - you'd need to use common sense. I doubt a 777 captain is going to come along, note 20 empty seats in a C cabin and do that for 20 pax. As someone else has said, the door was closed, so no further sales or upgrades were going to happen on that flight. It's Captain's discretion, and as I note above - many of us will remember this story even if it never happens to us, or we never have an experience like it in our time on UA - it's irrelevant.
Should the Captain be involved in such things? Technically I suppose not, but remember once the door closes it's his/her ship.
And let's not forget, when it's easy to abuse UA staffers for rudeness, prison matron manners, IAD 1K training, or whatever... it seems hard to recognise a good deed and just go with it.
And let's hope some hothead at WHQ hasn't read this and had a go at Capt. Wise for his move, because from what I've heard from some sources, that would be just the kind of dumbass thing they'd pull - now THAT's revenue negative!
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RichardMEL, UA 1K
A Star Alliance Member.