More importantly, what do the people in LBB think of this?
Funny you should ask...because the people in LBB, AMA, MAF and many other Customers were asked for their opinions on this. In addition, SWA also talked to the Customers of other airlines during their information gathering survey.
According to today's Dallas Morning News, SWA was considering assigned seating. They were surprised by the results. They found that many Customers were either in favor of keeping the open seating or just neutral on the subject.
Among those who were in favor of assigned seating, there was "no compelling evidence that offering it would move the needle" in terms of persuading more filers to choose SWA.
An assigned seat was just "not high on the list of things they consider when choosing an airline."