FWIW, I just saw a commercial during the football game where Southwest touted themselves as the "nation's largest domestic airline", so the theory of Southwest not wanting to portray themselves as "big" sort of went out the window. Post AirTran merger, it's no longer outside of the realm of possibility that Southwest does try and tout themselves as the "largest airline in the world". Or at the very least "We fly more passengers than any airline in the world", which most non-armchair airline CEO's would also consider to mean "largest airline in the world"..