My 2 cents worth.
I don't know anyone on this board but I can speak for the hundreds of SWA pilots that I have met while jumpseating.They have always made me feel at home when on their turf and have always been friendly and respectful while jumpseating on my plane. SWA pilots have always been friendly and welcoming in the terminal or at the layover, and have always treated me the same regardless of this "code share" thing.
Does SWA have their 10%, I have only met a few that I wouldn't drink with but I can say that about my own. Are they getting cocky cause they are the big dogs now? Some might but I'll tell ya, I can remember being treated like dirt by many UAL crews when they were the big dogs and I haven't seen this from any of the SWA crews.