Re: How early is too early?
Ha!!! I caught them red handed. 
I bought this ticket for my San Fran/Jose trip in May for $304.something, back in February. I felt it was a bit high considering I was making reservations almost four months in advance but I let it go.
So, yesterday my cousin said he wants to join me and I thought, ok let me see how much the same flight is. Today the exact same flight is $223.
Its through United, I gave them a call and after talking to their automated system for ten minutes then the customer support guy for another five, I finally got a voucher back. Urgh!!