OK... Now I don't get it... In June of 2007, gas prices were hovering around the $2.90 - $3.00 mark. They are now up close to $4.00. That is about a 35% increase in prices. My flights for my family of 4 round trip from CMH to MCO in Nov of 2007 was right around $850. I just booked for this Nov's trip and it cost me right around $1150 - which is, drum roll please, 35% more than last November. Did everyone really think that the cost was going to stay the same? I did homework and for me to fly any other carrier for our same family of four around the same dates, the next cheapest flight I could find was over $1800, and that was a flight with stops!! I think it will be much more satisfying, and less frustrating, to compare SW to other carriers' current prices, not its own previous prices.
Up until today it was AirTran's turn, Spirit before that, AA before that, Delta before that, etc. Every time a new round of fares, a change in policy or anything new or different there's an uproar. While I think everyone knew prices would be higher when SW released this round of fares, I think they were all secretly hoping they'd stay pretty much the same.
. Sadly, it will cause many families to reconsider.