sanddune, truthfully I havent flown since the early 80s. I never had to pay for a flight. I was with Dad/Mom then. (Although we used to fly to/from Houston (visit Moms Sister) and fly to Tampa (Sister lived thereabouts). I have no idea what airfare is these days "other than advertisements on TV" But I know my Son flew to Chicago back in Feb or March to pick up (and drive back home) a new straight truck for his company (he worked for). And told me his ticket was only $89. So imagine my surprise when I called Southwest to book a flight for my brother and I (round trip) and they quoted me $1130 total. (I also know he wanted to go on the 21st-right before Christmas-I dont know if that affected the price or not). I also know it was an early flight up there, and a late day (same day) back home.
Different circumstances, and it might be $89 one way. Not real sure. I do know he flies all the way to/from the Phillipines and he only pays about $1000 round trip. So I think this quick one day thing right before Christmas was a deal breaker. Either way If Southwest is willing to gouge people that, It makes sense they dont want to give Branson a chance.