[Edited by Moderator in view of thread merger. Ocn Vw 1K.]
I occasionally book SFO-RNO tickets that are in the $750 range-- that's the usual price for <7 days out.

If you've got an issue with the price, consider WN. There's always some deal to get to where your going, even last minute for under $800. My usual $350+ SFO-RNO last minute O/W is only $140 on WN thru OAK.

Edit:

I also found this on http://www.flyertalk.com/forum/unite...ht-ever-2.html

http://www.flickr.com/photos/muggsybananas/3292783069/