This is simply not true. For many cruises, if you do not show up, expecially if you're in a suite, someone else will be upgraded into your room. Same with a rental car. Same with a hotel. They will rent your room, or rent your car. If you selected the pay-in-full-in-advance fare, you are out of luck. End of story, no discussion, nothing made up about it.
The bottom line is, you enter into a contract with the airlines fully aware of the terms. Then when something goes wrong, you declare them unfair. You don't declare them unfair while taking something at significantly reduced cost. You have the option to take a fully flexible ticket. You didn't. Grow up.
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