You have to look at the average price across the board. Yeah, on a lot of one off point to point routes that SWA has the lock on, it is the most expensive. There are still a lot of cheap tickets out there, though, and especially post Christmas meltdown. They flooded a lot of markets, especially newer ones, with cheap tickets.
There is no way the current structure of ticket pricing survives the next two years. They will have to get out of the "all in" model and start unbundling so that they can match prices on aggregators and try to keep some sort of competitive advantage like maybe one checked bag for free. Seat selection is clearly coming, but that is only the first step. They aren't going to be able to make a dent in the costs, so revenue has to increase. It is what it is. It's past time to move into the previous decade. What they are doing now clearly isn't working.