Here is the thing.... Yes SWA will bring in lower fares, and F9 and UAL will match the fares. But, remember, this is F9's turf, and they employee a lot of people in the area, and there is a lot of loyal F9 pax since it is Colorado's only airline. Plus, F9 does offer a better service. Since many people who travel F9 live in COL, all F9 has to do is match SW's prices, and SWA will have a problem filling seats to the same destinations. This is sort of the same thing that has happened in Seattle. SW, hasn't crushed Alaska like they would have hoped. There are a lot of loyal AS customers up and down the west coast, and as long as AS continues to match their faires, or even within $5 bucks, SW won't be able to pull pax from AS like they have from many other airlines. Thus the reason SW wanted to try and gain a cost advantage over AS by moving to Boeing Field. F9 will have their hands full, but it shouldn't take too much to protect their turf!! Yes, SWA is a incredably strong company, but if it weren't for their fuel hedges, their in the same boat as everyone else. If fuel stays at $60 a barrel, SWA will eventually be paying what everyone else is (even if its not until 2010, and they have all but taken over the world). And then they won't have the cost advantage over other airlines!! Just something to chew on!!