Sadly, many in the general public (and professionals on this board) do not read or follow or understand the terms and conditions for an airline or company they do business with.

While someone's death is tragic, it should not be left to burden to the airline to compensate the traveller due to the travelers oversight (even in the event of death).

Allegiant offers "de-constructed" fares, like Spirit and others, to offer the customer a low base fare and the option to choose what services they want to use. Most other airlines include such services in their fares, whether the customer wants them or uses them or not. Like refreshments and snacks, bags, printed boarding passes, and reservation changes and cancellations. These features APPEAR free - but are actually included in the fare.

Allegiant, like other ULCC's has the policy:

"All purchases of travel, hotel, auto rental, activities or services, baggage and seat fees, and related booking fees, carrier charges and taxes are non-refundable. If you do not show up for your flight or fail to cancel within the specified cancellation window prior to scheduled departure, your entire fare plus fees for that segment will be forfeited.

Purchasing TripFlexTM at the time of booking gives you the flexibility to change and cancel your reservation without fees."

TripFlex costs between $8-$20 (according to their website) for this service.

If the passenger felt this service was important to him/her, they would have purchased it, don't you think? Why should the airline absorb this loss of fare when it is so clearly presented in the terms?

And remember - there is no such thing as bad press.