I hear they may switch to assigning seats in which case I may consider flying with them again....
Nope, not happening, the president of the company put an end to that rumor a few weeks ago.
I am not the biggest fan of SW, but have begrudgingly given them some of my ample flying business this year despite the lack of seating assignments. First of all bc of price. My flt to BWI from MHT costs $87 walk up on SW, $785 on US Airways. Even with a 7 day advance, it's over $500 on US. Second, SW has improved checking in and making connections with their kiosks. It used to be that you stood in line to check in, again to get your boarding card, and again if you connected. Now you get the boarding card at check-in whether from an agent or the kiosk, so one line is eliminated, and if you connect, you go up to the closest kiosk and print out your next boarding card. Not too bad, really.
The only thing that drives me crazy is the line up. In airports that have retrofitted gate areas for SW's system, it's hard to make a proper line, and you're bumping into seats, pillars, etc... But I recently flew them from Midway, and it was very nice in their new gates which are made esp. for their boarding system.
I have really come to the decision that the full service carriers are just glorfied LCC's now, and that if that's all I am getting for service, I might as well get a low fare too.
Finally, I'll bet you'll see those TVs and gameboys and whatever else on Song starting the day that JEtBlue arrives in Boston, or JB is going to eat Song's lunch!