Twiddle
What do you expect? Orlando, July, school holidays, only 2 months before? Wonder if anyone else has considered Florida for a holiday at $2/£1? It's not rocket science!
Now, a serious thought ..... have you considered looking to book via intermediate stop? Maybe JFK/EWR or ORD or BOS? The traffic levels pick up in school holidays to Florida, California, etc, but business traffic falls over the same period. Buying a ticket via the places listed and then getting a domestic transfer may work out better for price, if not elapsed time.