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JetBlue may be charging you for pillows and blankets, but it will be auctioning over 300 roundtrip tickets and some vacation packages this week. According to the AP, the opening bids start between 5 and 10 cents: "The flights are to more than 20 destinations, including four 'mystery' JetBlue Getaways Vacation packages to undisclosed locations." There are specific ranges of dates when people can travel and taxes and other fees are not included. A finance professor at Northeastern University, Henry Platt, thinks that the winning bids will probably end up being 85-90% of the flight or package's actual value. You can check out JetBlue's store on eBay here.
JetBlue to Auction Flights, Vacation Packages on eBay
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"There are specific ranges of dates when people can travel "
So basically its not very difficult to find out what these Mystery trips since they gave out all the information needed to track down the individual flights (They posted the time of departure as well as the flight times). You just need to do a little research
So, basically this is letting the market let JetBlue know how much they should charge for tickets on specific routes. This is just purely market research.