I like Virgin America and then Southwest better (ha, like people don't stand in line waiting to be first to go get their assigned seats on other airlines!), but Alaska is totally fine. Simple, basic planes (unlike VA with their cool purple and pink lighting). Ontime except for that one time when storms delayed it by over 2 hours, hands-off flight attendants...a good basic airline.
And if your flight price goes down in a certain small number of months after booking, they round up to the nearest $25 as a credit. So last November, when our flights changed by a whole $5...we got a total of $75 credit (25 each). That was nice. Can't combine it, each credit was assigned to our own alaska frequent flyer number, but still, nice.