Living in Europe I don't get the opportunity to fly Southwest that often. However I do fly SWA when on business in the US. I like SWA efficiency (which is reflected in the fares) and simplicity. The plane is, for me, a means to get from A to B. Getting to B faster is worth some money; reliability and punctuality is worth some too.
When I use frequent flyer perks, it is to avoid queues. I don't mind being at the end of the A's with online check-in (no queue there!) I don't care for "business class treatment" on short flights, will not pay for "priority boarding" (move the waiting from the gate area to your plane seat). I haven't seen the "number boarding" system, but it seems an improvement.
Don't lower SWA to the standards of "major airlines".
P.S. Did not feel like installing Flash, just for a video.
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