I don't think anyone's really bashing XJT's for doing branded flying. They're just debating that 50 seaters aren't going to make a killing with $85-$100/barrel oil, this is obvious; it's not a knock on XJT. Also that XJT is currently losing money but that's mainly due to high energy and initial start up costs. And finally that XJT’s branded flying is a wonderful attempt to fill a void but, in my opinion, isn't going to float the company if you all lose more CAL flying. It’s simple, if XJT stumbles across a highly profitable route that needs high frequency or a larger a/c then SWA will move in and XJT can't compete with the low cost king. This forces them to stay on thin routes and bank on people paying $20-$40+ more for direct flights over two legers. I think a lot of passengers will pay a premium for a direct flight that keeps them away from huge hub airports but I fear a lot is actually just enough in XJT’s case.

So in recap, no XJT bashing, just a bunch of over reacting. Much like your post above.