The thing that sets Southwest apart from other carriers is the unbeatable ability to land a plane and get it back in the air with minimal turn around time. No matter how efficient a seating system is, there is no way that it could be as quick as "just grab a seat". No only does it keep passengers from having to find their seat, but it also encourages passengers to arrive at the gate in plenty of time to board the plane so they are able to get a better selection for their seat.
In my mind, changing to assigned seats would decrease the value I see in flying with Southwest.
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