Southwest is a VERY different airline in that they are a low cost airline that does not set airfare based on market or marketability- they base their pricing on their actual cost to run the route - that's why you don't hear about Southwest too much when they talk about profit loss in the airline industry.
I would rather pay $100 more r/t on Southwest than pay baggage fees, deal with assigned seating, and questionable service.
Last year we were shopping for our next Disney trip and we found fare from Pittsburgh to Santa Ana - Orange County, CA for $89 each way - SO, we went to Disneyland instead! The next time we find fare that low to Southern CA we will definitely go back!
I am a huge fan of Southwest - yes, their pricing is crazy at times - BUT the airline is friendly, consistent, and safe. That's all I need and want!
Ummmm....no. Southwest runs pricing models based on supply and demand, competition, seats sold, etc., like everybody else. It isn't any different with regards to its pricing.