As has been alluded to, I think some of the "leisure airline" perception has to do with the airports that Southwest doesn't serve. Those "expensive, congested" airports tend to be in business centers -- MIA, SFO, JFk/LGA, ATL, DCA, etc., and are not served by Southwest. (DEN and PHL were in the same boat until recently).
Southwest also lacks some of the "perks" that some business travelers want -- first class, reserved seats, express security lines for very frequent travelers, lounges, etc.
On the other hand, Southwest does offer a lot that business travelers do want, and I see plenty of business travelers when I fly on Southwest.
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