AMR has been doing that forever. I spent over $2000/yr in commute/non-rev. International to San Juan was $32.00 ea way. Now that I don't have JS privileges and actually have to buy tix, its not that bad. Allegiant and southwest have great fairs , no standby dealing with crazy gate agents who will let the plane leave with 10 empty seats while you watch them push, pleading your case to get on.