As one rival airline CEO once said of SWA many years ago, they set a lower bar of expectations for their customers, and then seldom fail to meet or exceed those expectations.

So, when the staff goes above and beyond, as they usually do, the customers think they're getting even more for their money, and feel as if they've had a great flight experience.

The legacy airlines, on the other hand, are still stuck in a bit of a time warp. Too many passengers (meaning casual flyers, not road warriors) today still think that when they buy a ticket on United or American or Delta, they expect the same experience as Cary Grant and Marilyn Monroe, winging their way across the country in a Constellation, resting their heads on linen headliners, and being served tea in a China cup by a young, attractive "stewardess" wearing white gloves.

All for that $69 Internet fare.

I have also noticed that most airlines have cut way back on TV advertising -- with the notable exception of SWA, whose ads show up in every commercial break during baseball and basketball games, at least in the market where I reside.

My guess is that part of this phenomenon is SWA reinforcing in the minds of the masses how great they are, compared to other airlines (and there's nothing wrong with that -- especially the part about 'no itty-bitty regional jets'); and, that the legacies have finally smartened up and stopped spending money on TV ads trying to lure customers with unrealistic expectations, having finally realized that only one thing influences the purchasing habits of the Great Unwashed:

The cheapest fare on the Internet.