Growing up, I remember a tv programme about technology repeating the aphorism that

To err is human; to really foul things up requires a computer

Like many pithy axions, its first usage is unclear. And I don’t remember the particular tv programme on which I heard it. But it is well illustrated today by the following story:

Airline mistakenly sells hundreds of first-class tickets at heavily reduced prices

Qantas … had flights between Australia and the US displayed on its website on Thursday, but instead of advertising the usual rate for these journeys, an error made the flights appear to be up to 85 per cent less than the usual first-class prices. …

The relevant error is pictured above, left. Though it does not appear on the Quantas news site, a statement by a Qantas spokesperson cited a coding error, and said this was “a case where the fare was actually too good to be true”. If something looks too good to be true, that’s because it usually is. And this is not the first time that an airline’s website has really fouled things up. For example, in 2008, an Irish airline listed transatlantic business-class flights for €5 plus taxes; in 2012, a US airline listed flights to Hong Kong at four air-miles plus taxes and fees, or about $35; and, in 2018, a UK airline listed flights between Dubai and Tel Aviv for £1.…

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In the famous thought experiment proposed by Erwin Schrödinger, a hypothetical cat in a box may be considered simultaneously to be both alive and dead as a result of its fate being linked to a random subatomic event that may or may not have occurred. For reasons that will become obvious a little later in this post, I was reminded of this as I pondered an article by Conor Pope in the Irish Times last week, in which he reported that the upmarket Irish retail store Brown Thomas [BTs] cancelled online orders after it had mis-priced designer trainers at €10 instead of the usual €150. This is a common scenario. To take only two examples, in 2010, Arnotts, which is now part of the BT group, offered an online deal for €98 televisions which also turned out to be too good to be true; and, earlier this year, Morrison’s supermarket website mistakenly listed premium whisky for £2.50. In any event, this is how BTs responded on twitter to their mistaken overpricing:

To our customers, please note we experienced a pricing error on our website this morning. Orders sold at an incorrect price will be cancelled as per our terms and conditions.

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When a website makes a mistaken offer which customers then accept, contracts may very well result. However, that is only a small part of the story. The mistake may mean that there really is no contract. Or the website’s terms and conditions may protect them (though there are some situations in which such terms might not be enforceable).

This kind of mistake is a pretty regular occurrence, and it happened to United Airlines over the weekend. Via the Gulliver blog on the Economist website, I learn of the following story in the Chicago Tribune:

United Airlines error sells Hong Kong flights for 4 miles

United Airlines customers with reward miles were able to book tickets over the weekend to Hong Kong for only four miles, plus taxes and fees, because of a programing error, according to the airline.

A round-trip flight from Los Angeles to Hong Kong typically starts around $1,800 or 60,000 reward miles under the MileagePlus reward program.

But because of a programing error, some United passengers who booked flights to, from or through Hong Kong were charged only four miles plus taxes and fees, which amount to about $35. …

United Airlines have cancelled the tickets, though it is not clear to me that this is permitted in Rule 5 of United’s Contract of Carriage (and it may run afoul of the US Department of Transportation rules).…

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By way of update on this morning’s post, here is an extract from an email I received today from the Irish publishers Round Hall (the local imprint of Thomson Reuters) which raises very similar issues:

Oops! Correction of Offer Price for The Criminal Process

Correction

Our E-newsletter distributed on 30 November 2010 contained a mistake in relation to the 20% savings advertised for The Criminal Process by Thomas O’Malley.

The correct offer price, valid until the 15 December 2010, is in fact €316, and not €136 as advertised in our latest e-newsletter. The list price is €395. I’m sure that you will agree that this is still an excellent offer for this particular title!

Our sincere apologies for any confusion caused. (Our marketing department is doing suitable penance at the moment, and is also paying a little visit to the optician…)

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