United Airlines has introduced a brilliant new program that allows non-elite passengers to purchase Economy Plus seats. For a $299 annual fee, flyers can immediately upgrade themselves and a traveling companion to Economy Plus (which features 5 inches of extra legroom). That fee will also get you upgraded on international flights, which is absolutely worth every penny. There’ll be some griping from United elite travelers and while I feel for them, boo hoo. This is a great bit of marketing.