Just got this tweet from Amy McIntyre, fitness podcasting queen (http://twitter.com/fitness):

"i get to the final step in purchasing a ticket on delta airlines and then they say - btw the flight price has gone up $100?!! not cool."

It struck a chord with me... I'm having this experience lately too. Attached is a screenshot from a recent effort to book a flight through United Airlines. The advertised flight prices at Kayak, Sidestep and UAL.com were all exactly $100 less than the price upon checkout.

If United and Delta are doing this, it looks like market fixing and potentially false advertising. Does anyone know how to report this to California State Attorney General offices?