We're flying from San Francisco to Atlanta, GA next week. Round trip tickets, nonstop flights for two people was $850.80. I did shop around, and made reservations on 4/20/10.
The cheapest fares usually involve at least one stop over which could be way out of the way in the opposite direction from your destination, and they can make for flights twice as long as nonstop flights. Sometimes it comes down to which is more valuable, your time, or your money?