Anybody have the hard numbers on this but it is my understanding SWA is not the cheapest airline to fly on. But people think they are because they have cheap tickets but since you can't compare them on Orbitz side by side with other airlines you just assume that SWA is best.

For instance:

ATL-LAS (Depart Sunday 24th, return Friday 29th)
SWA: 1 roundtrip from BHM. 1 leg refundable and the return nonrefundable for a cost of $588. Both refundable is $899.40, and they're about to sell out of the return as refundable.
DAL: 7 flights from ATL, 4 for $565 RT and 3 for $853. Both legs refundable is $1123 RT.

SWA wins on being refundable but DAL did have more flights for cheaper at the last second booking (tomorrow).

Go on Orbitz and you find out that low and behold, AirTran costs the same a Delta but if you want refundable tickets then AirTran is $100 less total. Thanks Orbitz!

But then the question is, how much money comes in from Orbitz? When I used to buy airline tickets I'd go to Orbitz to price shop then buy the tickets direct from the carrier. If prices were the same then I bought tickets for myself and my coworker on a Delta, then AirTran then ASA. I just didn't want to get screwed so I price shopped and I bet you thats what a lot of smart, handsome and cool people like myself do.