A business that rejects customers willing to pay top dollar is suboptimal. The startegy today is to make artificial scarcity. If the customer has more power the strategy changes.
I flew Munich-Oslo yesterday. Look at the prices for that route for later today, for next week and for next month. The seats are the same on most of the aircraft, the available business class you see is just regular seats being kept free for expensive tickets. And when the search engine says "4 seats are left at this price", that means that the airline is keeping some to sell at higher prices.