I am booked onto flights that week that I bought for ca. £90. As I was booking, prices were rising. Could it simply be that the flights are full?
For the record, I think the price I paid is still on the steep side but the alternative was Easyjet from Manchester which, at the time, was selling at an even higher price.
In my experience, Scandinavians are prepared to pay a higher price.
On a side note, concerning the Humberside route, that was aimed at business passengers and flopped big style. We should perhaps be grateful for what we have before we start wanting more. If, indeed, SAS are planning to use an A319, one can only assume they think the loads demand it - it would be perfectly easy to leave it with the current machinery. The route was clearly set up for Inbound tourism. The change to flight timings makes it more suitable for 2 way tourism which should, theoretically, improve loads on the Monday inbound and Friday outbound.
One thing is for certain. IF people are paying £903, there will be no problem with yield!