I was talking with a friend who works for hotwire and he finally told me how they function...
He said that all airlines have a set contract with both systems that allow them to book any fare, regardless of advance purchase, as long as it's available.
I just kinda thought this was interesting, as I felt it was a much more complex system.
So Hotwire/Priceline seem to offer (bulk) the lowest fare if the fare bucket is available.... which is why my friend said that most fares are barely below published rates (note: waive advance purchse)... although he said that most airlines will give them a database with flights at contract rates about 3 to 15 days before flight time if they can go lower.
-n