Must be new. Everytime I check on SJC-SEA, Alaska is the cheapest and I fly that route quite a bit. In fact, I always wonder how Southwest keeps business on last minute travel... why would I give up a cheaper fare and an almost guaranteed upgrade to fly on Southwest? Perhaps there isn't that much crossover between the two airlines frequent flyers.

I wonder what happens when you get into the details on the fare. It seems vey hard to compare apples to apples today with fuel surcharges and other fees (which fees are included in the fare and which aren't seem to vary from airline to airline). Of course, according to Southwest, they have no fees of any kind.