The thing is, everytime SWA does something like this, they become less and less like the original business model that made the successful, and more like the competition. They are giving up their advantages in order to contiue to grow.

It also signals that the easy pickings that SWA used to enjoy have dried up. If they are even considering a move like this, added to the moves they have made in recent past (such as going into DIA or PHL), that means that they now have no choice but to enter into higher cost markets to continue to grow.

Watch, In the future they will make an announcment about adding additional fleet types.

Bet me.