I think Southwest plays a game. I watch their airfare daily. Last Saturday, I found the cheapest rates, $126, on flights previously listed as sold out. Even yesterday there were only two return flights available at a $280ish price tag. Today, all the return flights are options and starting at a much lower price. Once Southwest's one way airfare starts to get into $200 range, I'll start to look at other airlines. If you missed out, just keep checking. If you purchased something, keep checking to get a credit.