The "L" fare sale was published. British Airways had a $99/49 GBP to any city in the United States around Nov 2003, and about 5-6 US airlines matched the fare for 2-3 weeks. Great time to book a cheap fare. It was good for travel until Mar 2004.

Unfortunately, we haven't gotten a similarly low sale on West Coast-London in Fall 2004 or 2005... :-(