I happen to agree that is NOT REASONABLE to EXPECT United to honor these. For the few people who already started their itinerary I would say that is really sleazy. It is obvious they booked a flight leaving immediately because they did not expect the ticket to be honored. The same goes for any troll out there who is threatening to sue. I think everyone would agree that they are a complete pig.
HOWEVER, United did not render any services at all for the rest of us, and since no one seriously expects the free flight or stands to lose anything if it is cancelled, I don't see how it was wrong to book it for fun. A lot of people had a ton of fun and excitement planning a great trip while bearing in mind that they are probably not going to get it anyway.
One more group of people I take issue with are those who booked a ton of flights. Some commentors claim they booked as much as 50 (!!!) tickets. It is this kind of insane gold mining that is so dirty and ugly.
Since the WSJ article was dredged up with a quote saying that United policy is to honor all mistake fares no matter how big the error is, I would say that United looked to the future, understood the ramifications of such a policy and made it anyway.
The reason they made that policy and announced it is because they made a calculated decision that the benefits of having that policy outweighs the possible cost of the policy. If that is the case, then is it really morally wrong to book a mistake fare? Would you say the United should benefit from having the policy and also not honor it?
Having said all this (in a really long post) I think the reasonable thing for United to do is honor the tickets for those who made reasonable bookings (one or two) possibly moving them down to economy. However if I were in charge those who took egregious advantage of the mistake to book 5,8,10 or 50 bookings would lose them.
This would also give United a chance to get some good PR given the VERY recent PR disaster where a planeful of people were stuck in China for three DAYS waiting to depart. If I were in charge I would make a big deal out of honoring some of these bookings and alert the media to distract from the other mess.
Your thoughts?