Consumers over the years have come to realize that a 'non-refundable' ticket can be refunded and exchanged for another ticket by paying an additional fee. However, if you purchase a Hotwire ticket, you've purchased a Hotwire ticket. If you don't take the trip, you've lost your money. Plain and simple as that. It remains to be seen how well Hotwire's business model meshes with consumers' expectations.
Consumers expect to receive seat assignments.
Consumers expect that if they are members of a carrier's frequent flyer program, they will receive mileage on that carrier when they fly. Neither of these expectations apply to Hotwire tickets. N.D. And I believe most industry professionals will attest that Rosenbluth 'wrote' the book on quality customer service. Hotwire is able to offer these lower fares to consumers by moving 'distressed airline inventory'. Of course, the seat is no different on this ticket than anyone else's.