My theory is that most same-day travel is for business, and businesses are far less price-sensitive than consumers and will just pay whatever.
I suspect this is what's going on here. Most solo travellers are for business, not consumers for holidays. The price difference here is huge – almost half – which is far beyond a bulk discount, we're talking about 1 person vs 2 people.
That's also why none of this is advertised: it's not a discount, but a "we think you can pay more, so we'll charge you more" type of thing.
Is that a good/bad/ethical/predatory thing? I don't know. Leaves kind of a bad taste for me though.