The deal is that after you buy your flight, but about a week before you fly, they offer you a chance to bid on an upgrade to the front of the plane (only 4 seats per row, no middle passenger).
But you can't bid what you want. You have to choose from a sliding range of bids. For a flight to San Diego from Calgary, they want at least $275CAD extra, per person, each way. The 'better' bid is $425CAD per person, extra, each way. On top of what you already paid! They're nuts.
If you just paid for a premium seat up front, you'd only pay ~$450. Period.
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