Online price nothing like the actual price!!!

I had been keeping an eye on a particular holiday over the course of several days. The price did fluctuate by several pounds each day. I rang the Company with the intention of booking the holiday and was greatly surprised to be told that every aspect of the holiday was so much more expensive than was advertised. The baggage cost was about £10 more than stated online. The resort transfer option of a taxi at £15 per person was non existent and the cost of the flight had increased from £190 to £334 per person. I wanted a particular room which was the only available option according to the online site and was told over the phone that even though that room was showing the price quoted online was for a basic room. The representative did say that the online prices aren't live as the site is only updated once a day at 4am. This did not make any sense to me as I had been watching the price over several days and it had not increased so much and to have so many anomolies made me very wary. As they say if it seems too good to be true it probably is.