Ask HN: Using financial options in airline booking process

This research paper was published in the Journal of Revenue and Pricing Management in 2007 and we've yet to see an online attempt despite the following conclusion, "Results obtained from the ... study suggest that ... options creates significantly higher revenues in comparison to ... the traditional overbooking-based revenue management (RM) approach... One potential area ... of the suggested RM approach is the internet-based booking and bidding systems."

Is this a viable solution for the airline industry to increase revenues?