The answer is really simple...DL charges what it thinks people will pay...that price may be higher or lower than the competition...between now and the Superbowl, DL's prices may go up or down; no one knows. And no one other than DL knows if or when DL might adjust it's fares up or down. You have to decide what you are willing to pay whether it be with DL or another carrier. Commiserating about a high fare will not change it. It's as simple as that.