Since Southwest is currently a "point-to-point" carrier (as opposed to "hub-and-spoke") I don't see how it would be practical for assigned seating for similar reasons as the observations Blasthoff posted.
Living an hour from Love Field, I would be one of those people who "waste" a good boarding number because traffic in the D/FW Metroplex is so unpredictable. No matter how soon I leave my house, I can arrive at the airport 90 minutes to 90 seconds before my flight takes off. I have never missed a flight, but I have hurried onto a plane almost having the plane door hit me where the Good Lord split me, and I still got my preferred seat (aisle).
I live in Fort Worth and drive past D/FW to Love Field to fly Southwest when I can. For all the naysayers, there are plenty of other airlines for them to choose, but the "cattle call" is, for me, the best way to fly! I trust Southwest to experiment with different procedures and only implement the ones that are actually beneficial, even if they are "counterculture" to the rest of the airline industry.
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