I think you will find that pricing is generally reasonable at the early stages of selling seats and just like any other airline, as they seats dwindle down, the more expensive it gets. This is both first class and coach. The consumer really has no way of knowing and matching seat availablity and pricing at each carrier. All the consumer sees is price of the seat on the day they search.
This is not true....in fact, as a habit, I now send a copy of the tickets I buy to the executive offices with a "web snapshot" of what US has for pricing.
Case and point this week....
I purchased DL, F-Class, fully refundable, MCI-LGA via ATL, MD-82s....$351, all in...again, fully refundable.
US was priced, the lowest available was $459....
NON REFUNDABLE...and with an Express leg on most flight choices.
US had a "Y Fare" or "Preferred Instant Upgrade," which was refundable....$819.
I buy LOTS of "premium product" air fare...for a fair number of clients and employees....it's been almost 18 months since US was competitive with CO, DL, NW or UA.
Here's where the rocket scientists in Tempe gaffe the unsuspecting....and they got me twice as well: They do in fact have a competitvely priced product in the F Cabin from, say, PVD-SFO....BUT...and it's a big BUT.....the price US quotes is
NON REFUNDABLE, NON CHANGEABLE....
EVERYONE else, for the same money, has a REFUNDABLE price.
That alone means US is overpriced by at least $200, what the competition offers.
Trust me....US pricing is a major reason I bagged them after being Elite on them for many, many years.
True enough, as the time draws closer, US prices rise....but guess what...that's not how it's done on the competition for Premium Serivces....the price is the price, until it's sold out.