True, there are many better options out there currently, both monetarily and career progression-wise but like Swingline alluded to, some of us fall into the "cult following" category.

I grew up in AK and have loved AS ever since I was a little kid, and I'm sure those that grew up or live in the PNW feel the same. AS is a different airline with a different culture and is one of the few airlines that actually gives a darn about their customers. As an employee, that's gotta feel good. Plus the west coast bases are a huge draw.

So yes, there are "better" choices out there, but none that would make me (or any of us in the cult) as happy as being able to fly for Alaska. Not saying I would turn down an offer if one of the bigger guys came knocking, but I'd still keep applying at AS even if that were the case. Crazy to think about for some I know, but I'd rather feel happy and fulfilled at my job rather than chasing the money and upgrade. I'm sure there's people who feel this way about other airlines as well. Everybody's situation is different.

Now if you'll excuse me, I have to finish off the rest of this Kool-Aid....