The stock is artificial due to the investment company coming in and pumping the money. Look at the SW threads and I dont think you will find a single one that has good things to say about the changes. Even the flight crews don't know what is going on with who can sit where based on what combination algorithm ticket you purchased. Yes, sarcastic, but taking a very functional lower priced airline, at least from my city doubling or more the price of the ticket and adding a ton of extra hoops to jump through is not the way to keep planes full. Plane is 1/2 full but the bottom 2 price tiers are gone. We used to be a SW die hard family, but now a trip to MCO is at least $400-$500 more on SW than the others, no thanks.