Estonian Air selling Empty Seats

According to Estonian Air, you can now enjoy your flight in a 'virtual private zone', using Optiontown's Empty Seat Option (ESo).

Estonian Air, in partnership with Optiontown, is introducing 'Empty Seat Option' (ESo) program.
The program is for travelers that wish to get a chance to secure an empty seats next to their own seat, at a price, for elevating the travel comfort and experience.

Pay a small Sign-up price (EUR 1) and a nominal Empty Seat Price (from EUR 4) (fully refunded if empty seat(s) are not assigned) to complete your ESo Sign-up.
If you are assigned an empty seat(s), you will receive a confirmation email usually 1-3 days before departure but no later than 4 hrs. before departure. If you are not assigned empty seat(s), the empty seat price for that flight will be automatically refunded to you within five business days after flight departure.

Only a limited number of options are offered for each flight based on availability of rows of empty seats and other factors, and hence an ESo Sign-up does not guarantee an empty seat.

Source: Estonian Air

Comment:
A quite innovative way to make passengers pay more!
Don't you think?