Always looking for a way to make a few dollars (and I certainly cannot blame them), United is now hawking paid upgrades when you buy your ticket.
I bought this ticket a few days ago and received this "special premium seating" offer after I clicked through on the final purchase screen:
The price is about $780 more than I would pay, but I can imagine many will take advantage of this Continental-style premium cabin pricing.
These prices are not unheard of: they are about what UA charges on their "easy check-in" machines or during online check-in when upgrades are available.
The news here is that United is aggressively trying to get some cash for the First Class seats before they go to elites for free. Again, I can’t blame UA, but I do feel sorry for the Premiers. And if UA prices these upgrades low enough, I might soon be feeling sorry for 1Ks like me!