SAN is a common getaway from the AZ summer heat. Many people tend to drive, especially with a family, driving is cheaper than flying even at $4 gas. The dirve also falls in the 6 hour time window where driving vs flying becomes a wash. I've flown once and driven about a dozen times myself.

With family's either canceling or cutting back on summer vacations, this may be one way to get the money. Timing wise, I know a few people using their stimulus check for their vacation budget. If loads were low, this is a good way to bump the numbers. Plus, with last minute changes, baggage fees, drink fees, there is probably some profit to be made on a $39 fare. Especailly if seats are limited, it will get people to look at the fare and perhaps book even with the price increases to $49 or $59.