PCL...thanks again for a respective reply...here's something to think about....
For the sake of argument, lets say there are two reasons why SWA makes money & a "real" (your description of NWA

) airline makes money.
1. SWA has fuel hedges (huge benefit, granted), "real" airlines don't
(For lack of a better word, I'll use the word
friction in the following context : Friction = inefficiencies and comparable efficiencies found within an airline (single airplane type, point to point, no interlining, hub & spoke, technology advances such as higher % of folks buying tickets on the internet...in other words all the "non-fuel, no labor" costs that make up the category of CASM...how the factory/airline operations works ona given day)).
2. SWA has removed more "friction" from taking people from point to point than any other carrier (currently).
Now, using what I think you're saying, you would like for SWA to :
1. increase fares to allow other "real" airline companies who dont' have hedges to raise their fares to offset the higher fuel costs in order to make money
2. Add more "friction" to SWA operations to allow other carriers to compete with SWA & everyone is happy...all pilots get paid fair wages & everyone lives happily ever after.
Our "core" costs are lower, almost by 1/2 compared to most legacy carriers....that's called efficiency. Fuel hedges are an advantage but as the very first thread shows, SWA is raising fares, others are raising them also & it would appear they maybe doing it a rate that exceeds SWA's...other companies are doing it to feed their appetite for revenue which is caused by huge debt, remaining "friction" within their system, but mostly much higher fuel costs....SWA is doing it for the same reason, cover our higher fuel costs.....how much should SWA raise the fares so others can prosper..SWA isn't the blame for the rising fuel prices, I know you would agree but you appear to blame SWA for not "raising fares" to a point that others can also...what other business in the world would operate with that type of approach? Any ideas?
Thanks again in advance for a thoughtful reply....cheers,