Prof. Cox Quoted in MarketWatch Article on United Airlines' Pricing Error

Professor Prentiss Cox was quoted in a MarketWatch article about a pricing error by United Airlines that resulted in the sale of $5 tickets on its website. Cox was quoted about whether United would have had a basis to dishonor the tickets. He said that United could argue it made a "unilateral mistake."
Source
http://www.marketwatch.com/story/the-real-reason-united-honored-those-free-flig…