How can a seat 'upgrade' lead to a worse location?

— -- Question: I booked seats months in advance for my family on our US Airways flight. The day before our trip, I got an e-mail from US Airways asking me to confirm, which I did. The last step in the process offered me a chance to upgrade our seats in row 8 to "Choice Seats" for an additional $10 per person. I took this to mean exit-row seats; I don't travel enough to know equipment types. Since my son and I are both tall, extra leg room is important, so I paid the fee and was assigned three new seats in row 15.

When I got on the plane, I saw that we were not in the exit row, but rather several rows behind it. I asked if we could be moved to the exit row but by that time the seats had already been allocated. I called customer service after we returned, but later received a letter from US Airways indicating that the seat fees are not refundable.

There was nothing "choice" about the seats they moved us to—in fact they were farther back in the plane and had the same tight space that any other seat does. Everyone I speak to about this at the airline seems to agree that my paying extra did not make sense, but then I seem to get stonewalled when I ask for a refund. This is long past the cost issue and more about the principle. Can you help?

— Joseph Tait, Maple Glen, Pa.

Answer:US Airways began selling advance reservations to its Choice Seats last year, along with other money-makers like fees for checked bags, award tickets, telephone bookings, blankets and non-alcoholic beverages on board (the unpopular latter charge was later dropped). For his $30 contribution to US Airways' expected $500 million in ancillary revenue this year, Tait expected to actually get better seats, not worse ones.

Choice seats are window and aisle seats towards the front of the coach cabin on US Airways flights, with the exception of US Airways Shuttle routes and flights on Saab 340 aircraft. These seat assignments can be purchased starting 24 hours before the flight up to 90 minutes before departure, though elite fliers can book them free of charge. Prices vary by flight length and destination, and start at $5 per segment.