How about the whole "overbooking" strategy of hotels & airlines? I've worked in the industry so I can tell you that none of them stop selling at 100% capacity. At minimum they'll continue to sell to 110%.
Why? They bank on at least 10% are no shows, even though they totally will charge them for it. There are enough no shows that even if they pay penalties for the overbooks that do show up, including compensation, they still come out on top.
One hotel I worked for owned several properties in the cites, so if the other properties had vacancies, there literally was no limit to the number of rooms we oversold, because if the "overflow" showed up, we'd just send them to one of the other properties, saying we found them a "better room" for a "better price". I could taste the BS in my mouth every time I said that.