No. They mean if I book a $7500 flight through milage and don't pay the AF they will bill me the cost of the flight
This is from t&c:
Travel agents, travel arrangers and unauthorized brokers are not permitted to issue Mileage Plan tickets or to process or facilitate any other Mileage Plan transactions (including Mileage Plan account creation, account inquiries, and mileage or award ticket transfers) on behalf of others. If Alaska Airlines becomes aware that a member or a third party has misrepresented his/her identity in order to perform a Mileage Plan transaction, Alaska Airlines may, in its sole discretion, void the transaction. Miles or award tickets issued, transferred or obtained in violation of these Conditions of Membership are voidable, in Alaska Airlines’ sole discretion. The member and/or the traveler shall be liable for the full, unrestricted value of awards issued as a result of improper or fraudulent transfers or otherwise in violation of these Conditions of Membership.