It is pure unregulated capitalism. They are allowed to sell the seat for the highest amount they can get, and their stockholders want this.
Now, SouthWest is a little different, but they are a different airline. If you look up Qantas flights in Australia, you will find examples of what you want probably. I'm not sure how they do things down there, but you pay a set price to get someplace and it's not different on that day (other days may be different)
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