Because, Southwest has figured out how to overcome some of their shortfalls and they care from the front line to the suit line and from the suit line back to the front line about one thing and one thing only....THE CUSTOMER.

They are one of the few that get it when it comes to customer service. Why do you go to a Nordstrom or Starbucks or any other business that treats you well? Because they want your business and they express it. Alaska has sunk into the legacy lemming abyss....and that is horribly unfair to the front line employees that work hard to make a good customer experience even with all of the land mines put in their way. But how long does that last when North of Expected is said over here and South of Expected comes out from the opposite side? Passengers are frustrated and the hard working front liners are frustrated. Today, 50% on the bags within 25 mins on my flights - just another land mine for the front liners.

And for SXF, I have proof Southwest has gained passengers. Since you are apparently the utmost expert on this board, show me proof that these fees are revenue positive. In other words, if Alaska hadn't charged for a second bag, prove to me they wouldn't have lost less money. I know, you can't, but that's the point. Wall Street loves this since you can point to a line item in the loss statement. You can't prove that you have optimized your revenue. At least Southwest can point to my letter I sent to them and I am sure several others that have too, that we proof they got more passengers. And it is their treatment of me that will make me return....more than once. Sorry Alaska, but I have a need to move on. Align with what your front liners want to do and I could stay for a long time.