New York/London Heathrow $721 nonstop including tax for peak summer travel

Now might be a decent time to buy July/August travel to London. We saw an ad from British Airways for $279 each way on the route for summer travel, plus tax of course. But when we went to check, we actually found what appear to be better fares for $721 RT including taxes and surcharges, using a flexible date search on Orbitz. The British Airways sale was set to expire on April 26, so there's no telling if these fares will expire as well. We found seats on Virgin, British, and American. Continental (from Newark), United and others were higher, in some cases over $1000.