This kind of thing isn't new... There was a company called SkyUber that made the news some time ago.
The way it is reported however, is a little misleading to say the least! It does sound as though he "purchased an airline ticket", but he really didn't, he got lucky that someone was going there anyway.
I am not surprised of some of the responses on here being a little off with regards to this practice, but this is not too dissimilar to taking your friends & family flying and them paying for share of the costs. Most people have a destination in mind (whether local or not), and most passengers don't pay the full share of the flight... The only MAJOR difference is that you don't know the person sitting next to you. He could be a criminal, drug addict, or some sort of fanatic! You just don't know - and that alone would freak me out!
It does look a little bit like an advert for wingly though...!