It continues to be how it has always been: Legacies all moving in lockstep trying to outdo each other with identical business models....and SWA over there doing it's own thing. Sometimes times more successfully than other times. The fallacy in your thinking is that you seem to believe SWA wants become a clone of DL/UA/AA. If you'd pay more attention to what the company has been saying over the last 18 mos, you would see that is not really where they are headed. Yes, the product is indeed evolving, but not to a full-service, take-you-from-anywhere-to-anywhere-else airline (or air line?)....at least not in our lifetimes.