Airline only sell a certain number of seats at a specific price. They may have only had just a few seats for sale at $80. Once those few seats have been purchased, the price goes up.
Keep in mind that Orbitz, Travelocity, Expedia, and all of the other "cheap ticket" websites, are third party companies. They are not owned, and operated by the airlines. If Orbitz was advertising something, or didn't take an advertisement down, in time, then that is on Orbitz, not JetBlue.
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