I do think what SWA is doing is wrong. They should have stayed the size they were 5 yrs ago and profited greatly off the cost effectiveness they had.
Their growth will just lead them down the same path all the legacies went down. Getting too large just leads to bankruptcy.... Especially for a domestic business like SWA. They have lost their "economy of scale" http://en.wikipedia.org/wiki/Economy_of_scale (in other words-as they become larger, thier profit margin will shrink) and they are now just being predatory.
It is a shame SWA has to screw with places that don't matter to them. They used to do a smart thing by avoiding major hubs-now they have just started to go after other airlines because they can.
I feel bad for Frontier people-you all have built a good airline. Just be assured that SWA will pay for what they are doing-the economics will catch up to them one day as well.
-Good Luck!
It's all Southwest fault; if thats what you think, I should be able to sell you some property in the tropics for little or nothing.
The airline industry in the U.S. have been trying to get their financial houses in order for years. We are still waiting with the idea that time definitely waits for no one.
Just look at the U.S. auto industry, they have all the time in the world.