Pretty much every time I try to book a flight, the UR Mall doesn't have the lowest fare. I think most FTers are savvy enough to not use UR Mall as their only option to find the lowest airfare.
Also booking at UR mall only gives you extra 1 UR point/$, so your total would have been 3 UR points/$. Going to Travelocity from the UR Mall is actually a better deal because then you get extra 2 UR points/$ as in your calculation.