After purchasing a plane ticket and choosing a seat, additional services such as first come, first served are generally available, and consumers rarely object. But for a period of time, some airlines have started to introduce a markup mechanism for this basic service, requiring additional fees for seats such as window seats, aisle seats, or economy class front seats. Whether such 'markup services' are reasonable has sparked discussion. Not long ago, the China Consumers Association responded that "price based seat selection" not only increases the economic burden on consumers, but also infringes on their legitimate rights and interests, and should not become an "industry practice". Paid seat selection may seem like a "premium service" similar to additional luggage check-in, upgrades, etc., but it is not. The latter provides additional or upgraded services on the basis of ensuring basic services; The former has a price increase but no service, but the operator uses their advantageous position to turn the originally free basic service into a growth point for revenue. The airplane seats were originally divided into first class, business class, and economy class according to different areas, and there is already a fare increase mechanism. Further subdividing, free available seats have become scarce, and traveling with underage children, the elderly, or friends may also result in not being able to find adjacent seats, which indirectly reduces the quality of basic services. Moreover, adding payment options after passengers purchase air tickets harms consumers' right to know and choose, and violates the principle of fair trade. Currently, paid services and markup mechanisms are being increasingly accepted by consumers and have developed into mature and feasible business models in many fields. Why are some charges or price increases acceptable to consumers, while others are not? Only by providing the value that consumers need can a business model be established. In the field of knowledge payment, from promoting courses and making audio to publishing books and conducting video live broadcasts, the forms are becoming increasingly diverse, and the user experience is getting better, resulting in a natural and continuous growth of the market. Some institutions predict that its market size will exceed 280 billion yuan by 2025. On the other hand, some platforms have a lot of wonderful content. After purchasing members, they have to pay extra to watch it. Consumers roast that it is a "doll like" charge. How can consumers buy into paid services that arbitrarily add various unreasonable restrictions, offer discounts after sales, or forcibly expand the scope of exemption? This behavior will only damage the reputation of the company. It can be seen that taking the step from a free model to a "pay per win" model requires providing sufficient value increment and compatibility in protecting consumer rights, rather than sacrificing basic rights for personal convenience or short-term benefits. After all, only when consumers feel that it is "worth it", can business be done for a long time. It should also be noted that travel services, including civil aviation, have strong public attributes. The adjustment of their charging mechanisms must take public interests into account and be based on transparent and fair rules and mechanisms. Not long ago, the General Office of the Communist Party of China and the General Office of the State Council issued opinions on accelerating the construction of a unified and open transportation market, clearly requiring the improvement of price formation mechanisms in railway, highway, port, civil aviation and other fields, and the establishment of a sound unified, open and transparent price system. The fees of tens or hundreds of yuan may not account for a large proportion, but they should not be taken lightly. How to choose can reveal the attitude towards consumers and the position of fair trade. Respecting consumers and exchanging service quality for incremental development is the right path. At present, it is the Spring Festival travel rush, with high demand and density for passenger travel. This is a golden period to improve the economic benefits of the transportation industry and an important moment to test its social benefits. Being good at calculating big accounts, comprehensive accounts, and long-term accounts, focusing on optimizing product layout and improving service quality, can win consumer recognition and promote healthy market growth. (New Society)