I find a way to avoid flying SW because of the ridiculous cattle call seating. It is much more relaxing to arrive at the airport without worrying about where you might end up on the plane. Besides, most people check in 24 hours before hand to ensure that they receive the A boarding pass. This defeats the purpose "first come first serve".
There is nothing more annoying when you travel in a group to board a plane and find every other seat empty. Cattle calls are horrible and it definitely makes the airline much less appealing. I may as well ship myself FedEx in a large cargo plane.
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