It's not just the $200 fee, but any change in fare. So if you paid $400 and you later need to rebook and the flight is $600, you will pay the $200 difference, plus the $200 fee.
It sucks, but it's the norm now across all the airlines.
Not Southwest. If the fare is totally non refundable then the value goes toward a new ticket. No penalty. In fact sometimes because of their sales you might actually end up with a credit.