Someone may know better, but I waited and got a much better price. I look every day. My dates was originally $350+/pp. After a couple of weeks, I was able to get a price of $216/pp. That's the same price I paid in '04.
Also, are you aware of SWA's DING fares? There's info on their website. I've seen some excellent Ding fares. The problem with DING fares is they're only offered a month or two out usually. I'm hoping for a DING fare to lower my already acceptable fare.