Gary,
Who's clammoring for assigned seating? Maybe the family of 5 who gets to the airport late, is assigned a C boarding pass, and then can't find seats together on a sold out flight, but it appears from these posts that the vast majority of your customers like the boarding process just the way it is. I do too. In my view, shifting to assigned seating would bring a major change to the unique culture of flying SWA. It's that uniqueness that differentiates SWA from your competition. Don't mess with success!
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