That's most likely it, and they vote for Southwest because they inherently think it's a great airline without the frequent flier program. I cast my vote with UA, because IMO, DL charges too many miles, US lacks the network, CO is roughly equal, and AA's decent but no E+ sucks.

BTW, what sort of people travel like this? Some questions from other surveys are...
What's your favorite free hotel amenity? An excellent club lounge is mine.
What's your favorite way to spend time at the airport? Guzzling Bacardi rum in the SkyClub is mine.
How do you deal with checked baggage fees? What, I didn't know such a thing exists.

USA Today is a newspaper I found enlightening as a 10 year old. By the time I was 15 I read the Chicago Tribune and started reading the WSJ at 18.