One other thing about Southwest's model is that they are not jumping on the bag fee bandwagon. Customers realize Southwest is $50 cheaper than whatever fare they find online for competing service. Throw in other convenience fees and my business traveler friends (same friends than used to pay $1,200 for last minute tickets on DAL) now complain LOUDLY to their Corporate Travel Departments if they are not booked on Southwest.

I argue with them that Delta is a better product and of course our network is World's better. But, for them it is the hassle factor and fees that they see as inconvenient and frankly, dishonest, sources of revenue.

I do not agree with them, just reporting how they see it. In the process of chasing $100 extra from Mom, Dad and the kids, we've alienated a lot of people who plunk down $1,000+ without batting an eye. .. and of course it is not just us.

As ACL65 said, it would be nice to flip the switch on Travelocity and Orbitz, but we have such a massive amount of product to sell that we likely need those intermediaries.