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The target market might be people who otherwise would never be able to afford the fare, and therefore consider the discount worth the risk. If you don't have the personal wealth to travel, I can imagine that this kind of opportunity would be very attractive.

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That's kind of the heart of what's wrong with it. People generally agree, for example, that it was a good thing when we banned the practice of selling ones' self into indentured servitude. It is almost certainly true that indentured servitude was "worth the cost/risk" for some of the people who signed up, but we make it illegal anyway because it sets up a situation where people are likely to be exploited. Same goes for, for example, selling kidneys.

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