Seasonal Non-stop Service from San Diego to Zihuatanejo

Courtesy of the Good Doctor TimMac's favorite airline, Alaska Air, there will be seasonal non-stop service from San Diego to Zihuatanejo starting in late December of this year.

This is a link to the San Diego Union-Tribune. I don't know if it is behind a pay wall.
Seasonal Non-stop Service from San Diego to Zihuatanejo

Just checked out their prices for late December. Whoa! I wonder how many tickets they are going to sell when their prices are over twice as much as flying out of Tijuana?