Have you ever noticed United’s method of constant up selling they do on their website when you buy tickets or go to check in? Jeez.. You can’t get out of there without like 5-8 clicks, and most are to get past all of their up sell offers: send luggage ahead or upgrade class or get added leg room, maybe rent a car or add a hotel. AND, have you ever noticed that the button you would normally press to move on and finish the transaction are an “Accept the offer” button and not the “skip this offer” button? They are very tricky in that they do not make the “skip this offer” or “no thanks” a prominent button, but instead, they make it smaller less obvious text based link while the only buttons – what we all associate with moving forward to the next step – are the “accept the offer” buttons.