Not to be too much of a conspiracy/rumor guy, but concerning the post about SWA wanting to compete with XJet's branded flying--I have noticed many many of SWA's TV ads are emphasizing "you're assured that every flight on Southwest is on a nice, big roomy 737...yada yada yada."

The marketing folks must be doing at least some targeting of customers who might be choosing to fly connection/regional flights instead of SWA...like those who offer $1 beers and meals on flights (XJet? hmmm)