Ouch. I left an m out of remember.
Continental West- Something like this. Lorenzo was trying to bring 737-300's, as I recall, to New York Air. For whatever reason, the entire Texas Air mess is to convoluted for this post, but couldn't do it. His answer was to optain a certificate for a new carrier called Continental West. My point regarding Alaska is that the management at the time used this potential increased competition as a negotiating tactic.
Markair is a little less convoluted but they were also used, in my opinion, much the same way.
Ditto Southwest. Interestingly enough the FA's signed a last minute deal, amidst CHAOS, to sign a contract copied, or modeled perhaps, based on the SWA FA contract. Subsequently the Pilots signed a contract with minimal pay increases.
Read between the lines all you want.