In the past, my October trips have always been <$200 one way from my local airport (GRR) on SWA. I have flown with them for the past 8 years but this year, I switched to Delta. Now that I have to pay extra to pick a seat to accommodate my flight anxiety and pay for luggage (after they increased my AF on my credit card, I cancelled it), the fares are over $300 one-way! The flight we would have booked for this October would be $750 on SW. I was able to get a flight on Delta for $715...in FIRST CLASS! I won't say that SW has completely lost my business, but they are now just one of the airlines that I look at when I am comparing flights. I throw them in with Delta, AA, and United. I book one-way flights based on the price and schedule that works for me.