The days of San Diego as backwater are over. There are now daily non-stop flights on American, JetBlue and Continental. The newest add is Delta, with their new transcon product that is slowly being rolled out after the demise of the late, great Song. Overall, the price is also now generally about what you’d pay to get to Los Angeles. For example: In January, you can do a RT for about $250, no matter which airline you book.