The twitter/facebook discounts are nearly always issued on Monday which is the quietest day for bookings
There is sense in the booking system and the ability to book up to 1 hour before departure is a very strong selling point, just try to book a seat with an airline with an hour to go.
It really is a cultural issue, but there is a balance, the plan is to charge a fixed price for same day bookings but a discount for all others. Obviously the return fare will never exceed the cash fare regardless of your choice of dates and time of booking
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