I'm pretty sure hub to hub flying wouldn't hurt anything with a bigger aircraft. A 737 isn't much larger than current aircraft. I think Southwest makes money hand over fist because they use more efficient aircraft with a 25min turnaround, lack of assigned seating(more efficient), and paying 50% of market value on fuel. Not to mention a great reputation for low accidents and high rate of being on-time.

Southwest also doesn't even fly out of atlanta which skw has many flights going to. Not to mention that a 737 can fit cargo on it. That's the money maker.

The CRJ 200 which SKW has more of costs $1131.00 per hr to operate. A boeing 737-800 is $1583.00 per hour. So for $452 more per hour you could fit 139 more people.... Math still says the 737 is a much better aircraft. If they could put 64 people on a 737 they would come out the same as if they put 50 on a CRJ. If they could fill the 737 up they'd save about $2941 per hour compared to using CRJs to move the same volume of people(although 4 trips in a CRJ would move 200 people instead of 189). That's JUST savings. Lets say you pay $100 per ticket for a two hour flight. That's $18,900 with $3166 in direct operating cost(excluding crew and the other little ins and outs). For close to the same volume of people you would get $20,000 in ticket sales with $9048 in direct operating cost (minus crew and the same little ins and outs).

This of course is just the aircraft and does not include the increase in pay you'd pay someone to fly a 737. I wouldn't think it an amateur move by any means.