True: “Expedia is charging more for flights because you look for them!”

Popular travel web sites, and at least some airlines, gradually jack up the prices shown if you search for many flight options in a single login session. This sounds crazy but I just saw it happen on Expedia and many others report seeing this on other travel web sites. The theory is that if you are searching for multiple flights, then you really must want to travel – and would be willing to pay more. So they gradually increase the prices for flight options.