This is a bad move Southwest! Certainly there are a few benefits, otherwise a broad spectrum of your customer base would completely revolt. Southwest has (had) such a loyal following, most customers would understand if the program needed to be revamped due to costs (think bags fly free). If it's a matter of charging for bags or adjusting the frequent flyer program due to costs, just say so! But to tout it as a great new program with the customer in mind is preposterous. Another thing, why would any business alter (for the worse) their frequent customer program? Aren't those the customers you need to keep VERY happy? I'm in Dallas and I will start looking at American Airlines (who I hate) and compare all future flights to them.
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