Refusal to compromise

I have booked a flight for 2 people almost 6 months in advance, that you cant make changes to that flight if there is a good reason. I booked for my wife and i, and within the next hour my wife found out she could not make it. I called their call center, where the operator made some garbled excuse about policies and speaking to his supervisor. After leaving me on hold, just said flat no. i.e. Because we put it in a statement somewhere on the website that its non-refundable. There will come a day very soon, where large organisations like yourselves will not be able to hide your "policies" behind web clicks. In just about Any other industry, if there is a change, and sufficient time allowed, once can adjust for the sake of a good customer. Clearly that is not the policy here.