Usually when airlines offer such fares, as $99 each way, they only sale a few seats at that rate, and then it goes up. They do the advertising to lure you in, but it is the same with any other company, airline or not, that advertises something, but when you read the fine print, you find it isn't quite as they advertised, or it was for only a select few products. Car companies do it all of the time, for example.
At the airline I worked for, when we did "military fares", there was a seperate code we put into the computer, to get the "military fare", and often times it was the same exact price as the regular fare, or only $20-30 cheaper, at best. There really is no way around it, even with a supervisor, they cannot sale a fare for cheaper than is programmed into the computer.
I wouldn't waste your time with them, to be honest. Go with another airline, or use Orbitz to find the cheapest fare. The military, bereavement, etc., fare are really nothing more than scams.
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