Honestly, I think they've got everyone convinced that they are the "low price" carrier, but I find there prices to just as expensive if not more than other carriers. Delta is almost always cheaper for the routes I fly and I get an assigned seat with Delta. Not impressed with Southwest.
I am the OP. See in the past, I felt as you. I found cheaper airfare on Delta or USAIR in the past. This year, however, Southwest was cheaper by $35 per ticket, and they dont tack on a baggage fee.