It's market forces yes ... but it's based on responding to market signals (if that's the right word). Doing it differently would depend on someone saying "I got this", so the airlines don't get thousands of people searching for the same thing.
The really galling thing about the scramble as several thousand Albion fans tried to sort travel and accommodation and match tickets is that when it came to travel, the fact that we were all operating separately made flights more expensive - much more expensive - for the majority. This works...