From the Merriam-Webster's Dictionary web site (Yes, we gomers actually can use the Internet).

Rube: a naive or inexperienced person

You know, one that sees the same price for a flight from point A to point B on a legacy carrier and on Southwest, and isn't experienced enough to say "hey, wait, I've got to add $15 each way to that legacy carrier's price to come up with the *real* price for that flight, because I have to check a bag."

And of course, there is the even more complex pricing problem, where you take the probability of having to change the flight and multiply it by the change fee, giving you the expected value of change fee. Then add the expected value of the change fee to the legacy carrier's price, giving you the legacy carrier's price on an accrual basis.

Those are the "rubes" (as you call them) that fly Southwest.

Real rednecks, as Jeff Foxworthy says in one of his comedy routines (The Clampetts go to Maui), don't have luggage, they just pack their stuff in Piggly-Wiggly bags, which of course the wouldn't check, so I guess they would be OK on a legacy carrier. Or, maybe they do check their Piggly-Wiggly bags, which on a legacy carrier, would still cost $15.

I would still assert that the "on-the-fives" time table is due to the nature of point-to-point scheduling as compared to hub-and-spoke scheduling. And, you know, point-to-point scheduling, where you have more non-stop flights, fewer flights through the hubs, which so frequently get delayed. Because, you know us "kettles," we get confused in those "big city" airports like ORD, DFW and ATL. Changing planes is just too complicated for us. We'd rather go non-stop or 1-stop-no-plane-change from here to there. It gets us there faster and on-time more often. You'd think those busy "city folks" would want to get there faster and on-time more often too. Oh yeah, I guess that is why Southwest flies mostly to major cities and not those little country airports.