It morphed when SW stopped being an “airline” and became middle managers for DL/UA performing ACMI (aircraft/crew/MX/ins) duties.
What a strange business we live in, flying another airlines pax around pretending by painting our aircraft and dressing like we work for airline X but don’t. We really get paid by someone else who by the way doesn’t want you to work for them too long because then it cost a little more money. It is what it is, do your job professionally, collect pay, go home.