They're basically saying, if you want to fly, these are the fares. Take em, or leave em! The planes must already be full or close to it...which is good for the airlines, but crummy for customers.

It wasn't too long ago now (3-4 yrs, I think), Alaska always had some incredible web deals that you could book way in advance as well. Those days were great, but have long since passed. Alaska has virtually eliminated its over-capacity in most markets and redirected the planes elsewhere, which is what a business should do....bad for the consumer, good for the airline.