That's only "fair" in a certain, academic sense, which claims that willingness to pay more money makes someone more "deserving" - completely ignoring socioeconomic status.
That also offends a lot of people who oppose the above reasoning.
How are concert tickets different to airplane tickets?
Allocation of scarce resources is based on demand for them, expressed in monetary terms. "Deserving" has nothing to do with it. I may deserve a ticket, but not even want to go.