Bob Crandall, who was American’s CEO in the 90’s said back then that airlines are not investments. He said it’s a great place to work and it does important work but is not any place you should invest in.
They rarely check, or even collect the coupons in my experience. I drank for free on 6 or 7 SW flights because they either declined to take the coupon, or never asked for coupon/payment.