Alitalia and their $39 ticket mistake to Cyprus Alitalia Airlines is a carrier out of Italy that made a slight mistake on its website in 2006 regarding a fare from Toronto to Cyprus. The fare advertised was $39 - in business class! It was supposed to be $3,900. The rate was posted on a travel website and the rush was on. As many as 2,000 tickets were sold for this price. While Alitalia initially tried to cancel all the tickets purchased for the wrong price, they eventually decided to honor the mistaken fares. If all 2,000 people actually used their tickets, it adds up to a $7.72 million loss to the airline. Coca-Cola Company and their New Coke fiasco New Coke was the unofficial name of the sweeter formulation introduced in 1985 by The Coca-Cola Company to replace its flagship soft drink, Coca-Cola. Properly speaking, it had no separate name of its own, but was simply the new version of Coke, until 1992 when it was renamed Coca-Cola II. Public reaction to the change was devastating, and