I literally just got off Southwest Flight 2 hours ago, on a business trip. I needed to fly with my boss who loves it or I would anything to avoid them. Why? No assigned seats. I want my seat assigned and then I am the last person in the plane.
I "bought" my way up to Boarding position A9 ($40) and with a lot of stress of worrying how many "extra" people boarded ahead of me, I got an emergency row seat, which I had to sit in for 30 extra minutes, while everyone else boarded.
When I fly other airlines, I am willing to pay the same $40 for an exit row seat but that seat is guaranteed for me and I have 25 extra minutes OFF the plane. Last time I boarded, only one of the pilots, coming from another flight, was behind me.
God forbid, I get stuck in security, my connection is late, or am late getting to the gate. I could get stuck in a middle seat on SW, even though I may have an "A" boarding code. I will get back off the plane before I sit in a middle seat (somewhat claustrophobic).
Even if I pay the $40 at the gate on SW, I'm not guaranteed of one of the better seats. Even if I am A1, all the frequent fliers and passengers who may have stayed on the aircraft from a previous leg have taken any premium seats and I paid $40 for nothing.
No thank you.