What is happening: Many airlines are moving toward a better pricing system. If you look at United's recent quarterly earnings call, they talk about how their previous system (age old system) constantly under-forecasts demand leading to lower pricing for tickets. Their new system is said to do a better job leading to better prices realized.
There is no way to dynamically price as shown in the article as a large fraction of the tickets are purchased through third party sites. Except maybe Southwest (which requires people to book through their site), I don't know how any airline can accomplish this. Also, if you show a higher than normal price to a repeating customer - they he will either switch to browsing in incognito or take his business else where.