The last seat sale you refer to -- which has been running since early October -- really wasn't a true seat sale, but it merely promoted the regular 14-day advanced booking fares available year-round (based on capacity). The one launched in September was a real seat sale, and it too required ticketing at the time of booking.
In a way,this reqirement really does help reduce clogged phone lines because it means only one call has to be handled by the res office, and not a second to actually purhcase the ticket.
These prices also seem to be in line with theo nes in September, though I notice my [common rated] fare to Germany then was $20 less then than it is in this sale.
I've also noticed many travel agents can book a seat sale ticket which would normally have to be paid for at booking, but not actually charge you for it until two weeks prior to departure when they normally issue their tickets.