[bradleyland]

Yes, but if you're a website serving millions of customers per day, you need a contractual arrangement to A) have up to the moment pricing, and B) agreement that the airline will honor the prices published on your site.

Because airfare prices follow an upward trend as flight time approaches (although they sometimes taper as the flight date gets really close), you'd inevitably publish prices that are out of date and lower than the actual fare. This is unavoidable because you're relying on scraping, which involves polling, in which there is always a delay due to polling intervals. You'd stand to lose millions of dollars every time a price increase occurred between the time that a customer decides to book a ticket at one price, and the time your polling system picks up the increase.

Circumventing Southwest's desire to avoid this channel is not a good business model.