Why on Earth does the consumer "deserve" low fares? Do I "deserve" a low price on a Bentley? What's the difference? Why should the travelling consumer be treated with such deference? These idiots pay $99 to go from JFK to LGB and they then complain that the seats are too uncomfortable and that they don't get a free meal. Why do these morons deserve anything? They get no sympathy from me. At least not until I only have to pay $5 bucks for a Rolex. Because I "deserve" it, you know.SWA is attempting to continue to give low fares to folks who deserve them, the American public.