So, folks, everyone who said it's fungus is correct.
I had a lawn care company come out this morning to look at the lawn. The guy did confirm fungicide and some dollar spots.
His treatment plan;
Suggested to not use fungicide. Note that this company's name has the word "Organic" in it and they do get a ton of great reviews. He said lawn needs more nitrogen (doesn't fungicide has a ton of nitrogen?) and that will fix the fungus issue. Didn't give any guarantees but did say I should give it 2-3 weeks before it gets better.
So my question is ... why not treat it with fungicide control and cover an entire lawn with it? Or trust them and let them take care of it?
They do 6-8 LIQUID only applications and as he said, by using liquid they don't just open a bag of Scotts and apply, instead, they mix the liquid so that it's appropriate for this time of year and the type of grass. The guy did sound very knowledgeable about trees.
P.S. For about $87/application times 7-8 per season, unlike my current lawn cutting guy who charges $75/per, they also do weed and crab grass spraying.