You gotta love Southwest. They really get it! They understand that is not all about bending the passenger over. A while back they added a small fare increase (fuel surcharge I suppose) on a number of routes, most folks didn't even notice! It has kept them from having to do stupid things like charging $15 for checked luggage.

It's all in the presentation and marketing, and the WN folks are light years ahead of the Legacy carriers. Even when the hedges start to run out, those guys will still make money....you watch!