Interesting article - what I've found equally interesting is that I can pick random dates and random city pairs that F9 and SWA both fly into, and inevitably, F9 fares are lower. Seems to pretty consistent system-wide, with the exception of the momentary $19-$69 fares that SWA only offers for a limited time (not sustained) and to only ten seats on every airplane. Kudos to SWA's marketing department for giving the illusion that SWA will always have the lower fares...