As one rival airline CEO once said of SWA many years ago, they set a lower bar of expectations for their customers, and then seldom fail to meet or exceed those expectations.

So, when the staff goes above and beyond, as they usually do, the customers think they're getting even more for their money, and feel as if they've had a great flight experience.

The legacy airlines, on the other hand, are still stuck in a bit of a time warp. Too many passengers (meaning casual flyers, not road warriors) today still think that when they buy a ticket on United or American or Delta, they expect the same experience as Cary Grant and Marilyn Monroe, winging their way across the country in a Constellation, resting their heads on linen headliners, and being served tea in a China cup by a young, attractive "stewardess" wearing white gloves.

All for that $69 Internet fare.

I have also noticed that most airlines have cut way back on TV advertising -- with the notable exception of SWA, whose ads show up in every commercial break during baseball and basketball games, at least in the market where I reside.

My guess is that part of this phenomenon is SWA reinforcing in the minds of the masses how great they are, compared to other airlines (and there's nothing wrong with that -- especially the part about 'no itty-bitty regional jets'); and, that the legacies have finally smartened up and stopped spending money on TV ads trying to lure customers with unrealistic expectations, having finally realized that only one thing influences the purchasing habits of the Great Unwashed:

The cheapest fare on the Internet.

Non stop service.

The excuse for poor service called US airlines is the reason why many customers want foreign airlines to compete with US airlines for their business. Foreign customers already know the service at US airlines is poor.

The only reason they are not on a search engine is because of superior marketing. Airlines lose significant money to be able to sell tickets on your typical travel sites. Southwest has been able to successfully get the word out that their tickets can only be bought on southwest.com and that you'll get their lowest fare.

Every airline (including mine) would give their left engine to be able to ditch the search engines and direct all traffic to their sites.

BINGO!

In a huge number of markets, the only nonstop option is SWA due to not utilizing the traditional legacy hub and spoke network.

So in answer to your question "What is it about SWA that people rave about?" often it is nonstop service to a destination where none other exsists. In addition to a lot of other things people have already mentioned. Your still handing them money because they offer a service you desire.

Nice one, man..haha:D

Because pre-boarders are people physically (legally) unable to sit in the exit row, or DH/jumpseaters...the Exit Row is SWA's "First Class" and is reserved for the folks who paid for the right to get seated first. Only a colossal d1ck would call a FA a "b!tch" for enforcing that. That's like someone getting on a Legacy's airplane and taking an open seat in First without being offered it. D1ck move.

Yeah, right up to the pont where they have to pay for that service. Then most of them will be back on us.

You were not there @sshole and I did not take the seat. I asked about it after the agent was kind enough to let me preboard and I got snapped at like a rabid dog. Since you are reading impaired I was traveling on a full fare ticket and not jumpseating or non-rev.

So the only d!ck is the one you are sitting on.

There is always at least one sorry son of a b!tch that has to open their glory hole.

Geez Nemo. So you got snapped at by an FA. That's like freaking out over some temporary light chop in cruise. I bet you want to break things when you're thrown an unexpected gate change.

You aren't by chance a certain CA @ JB that recently tried to sue for being off your meds, are you?