As a frequent traveler (and a Rapid Rewards member), I enjoy a lot of what makes SWA unique. However, the cattle call rather than assigned seating has made me seek other airlines quite often. I like the idea of assigned seating very much and would travel SWA much more if it were available. As it is, my next trip is to LA on SWA, then to St. Louis, then Syracuse, and the latter two are on other airlines for just that reason - assigned seating. Just my two cents.
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