JetBlue TrueBlue - fares going up?

Has anyone else noticed that fares seem to be going up on JetBlue..? I was looking for a flight next weekend (10 days out) from IAD to LGB, and while I can still get $99 on the return flight, I can't get anything cheaper than almost $200 on the outbound...

I don't think the fares themselves are going up; I think demand is, so the cheapest seats are being snatched up earlier.