After thinking about it, my previous post was unhelpful. I'd like to report myself and offer some more insight.
Airline tickets are somewhat of a unique purchase. There are so many restrictions placed on the consumer that it's very difficult to receive satisfaction if difficulties arise. This is one of those times.
One of the main restrictions is you won't receive cash back for a refund in this type of transaction. Pure BS in my opinion. I could understand if the original purchase was with a voucher then you would receive credit back but when you pay with money, one should expect the refund to be in the form of money.
That being said, I'll use the old standby from the other side. If the price had gone up 687usd, would you have gone running to AA to pay the difference? No, I wouldn't think so.
Also, if you would have purchased this through Orbitz, (or similar online agency) I doubt you would have gotten anything other than the run-around. Going through a middle-man, imo, is not smart when purchasing airline tickets. Just one more hassle to go through. My advice would be to always purchase directly from the airline.
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