But that's not, strictly speaking, SWA's theory in entirety. SWA's policies and customer service are typically better than those of many of their larger competi

But that's not, strictly speaking, SWA's theory in entirety. SWA's policies and customer service are typically better than those of many of their larger competitors. You might be inclined to take the budget flight you were promised in exchange for not being nickel-and-dimed or treated like a sack of potatoes. Price is a major driving factor but I don't think Southwest continues to be competitive simply on the basis of price - Shuttle by United was aggressively price competitive (http://en.wikipedia.org/wiki/Shuttle_by_United http://en.wikipedia.org/wiki/Shuttle_by_United) and still ended up failing, for instance.