SWA is a fine company but certainly nothing for anyone to be worried about. They are subject to the same market forces as the rest of the industry and it can be argued that they don't have access to as much revenue as world wide carriers. According to M. Boyd, 63 of SWAs last 77 city pairs are money losers. Not surprising since the domestic economy sucks.
DLs been going head to head with SWA in SLC for years with good results. NWAs been doing the same in DTW. Just match them flight for flight, same price, with aircraft equipped with live TV, on demand movies, wifi, and a route structure and frequent flyer program that will take you anywhere in the world, and let the customer decide.