You've seen the ads:
Jamaica $99 one-way
London $199 one-way
There are two problems with this, first of all after all the taxes and add-ons your $99 x 2 ticket is like $500 -- but that's an aside.
The point is it is theoretically false advertising. I know that everyone realizes it's based on one-way, but that doesn't make it right. The deal is if you were to ask an airline for a one-way ticket to Jamaica (using the above example) - you would NOT be charged $99. If you were then to ask is there anyway to purchase a $99 ticket, they would say "No."
"What if I don't want to come back?"
"Sorry, one-way ticket is $189."
Can you imagine a show store that wanted to undercut the competition, so they advertise:
Shoes for only $9.99 left-shoe only, based on purchase of full pair.
Well, eventually everyone wants to advertise their shoes for half-price to attract attention and all the stores do it. Now everyone knows you have to double the price to get the actual pair cost. But does that make it right? And then along comes a guy with a missing leg and asks to buy just one left shoe. "Sorry, we have to sell you the pair."
"But I only want the one? Is it $9.99?"
"No. It is $19.98."
FALSE ADVERTISING.
I think the rules should be the same for everyone. Tell it like it is! I would even go as far as to say that they should have to reveal the full cost of the ticket including fees and taxes, etc. But that's just me, I could be wrong.