As my husband said this morning "they are killing their brand" which I thought they had already started doing that when they said they were going to assigned seating.
All the posters and people out there that said "I'll book SWA now that they have seat selections"...it's like really? really? because generally speaking people fly with loyalty OR they fly with the lower price. Sure timing comes into play but so does the cost when you're comparing two or more airlines and if you're weren't flying SWA if the price difference is minimal are you really going to suddenly pick SWA when you've avoided them for years and years? I get it people think they'll fly SWA but that IMO was always someone saying they'll fly them once in a great while while sticking with the other carriers they've been flying all along. ***this is for the people who said they've long since stopped flying SWA but would start to fly them again with the seat selection being added.
SWA hasn't really been the lowest priced airline in a while (outside of Spirit and Frontier the
budget airlines) and now you've got to factor in a convoluted baggage fee and fare class meaning. The loyalty to SWA was a main reasoning why many people were sticking with them when they are comparable in price to other airlines.