I think fares are cheap if you cherry pick. In fact they are so cheap its crazy to think I can fly on BA london to malaga for £39 and get lounge access & extra leg room seats (with my silver status). Now I might be able to shave another £20 of that if I really dig about but the value I believe I gain over and above others makes that idea a non starter..
Of course if I need to fly tomorrow and am booking last minute then I will get my what-not slapped by all the carriers not just Ba. In that instance I would hunt about of course.
However are the prices cheaper today than the day before BOB - I doubt it... Its all about the margin