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Oh, It's On Now: Southwest Fires First Shot in Air Fare War

Well, somebody had to be the first. Scrappy Southwest Airlines triggered a massive air fare war on Friday by announcing super-cheap seats to almost everywhere it flies for travel before March 11, 2009. As the AP points out, its competitors swiftly followed suit, with American, Continental, JetBlue, and Delta slashing their own prices to match Southwest's fares, which start at $49 to $99 each way. Even U.S. Airways, the company that literally walks on water, jumped into the bargain bin. (So much for the Sullenberger Bump.) We reckon that the airline executives who lowered their prices did so reluctantly, and are probably a little miffed at Southwest for forcing their hands. Nonetheless, with both business and leisure travel declining along with the economy, it'll take some serious savings to keep people flying through the recession. Maybe this will work. Of course, pain for the airlines equals opportunities for everyone else, so we're definitely going to scan the schedules to see if we can afford to fly someplace warm for a little late-winter attitude adjustment.

[Photo: lycia-online.com]

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