Capt J,
Get a life! Judging by all your pathetic comments regarding flybe you have made within the last fortnight, you must be very bored.
The airline industry is a huge, fast-paced, ever-changing business. What works one day might not be the best idea for the next. Surely you should know this.
You will probably find that the price of £9.99 each way was a limited period offer, i.e. book by midnight tuesday, for example. Then once the offer is over, guess what- the price goes back up. By a whole £2.