Given the price spike in fuel, I can't blame them. But I've certainly noticed that their fares are much higher than they used to be. In fact, I wouldn't be surprised if their CHEAPEST fares are up more than 50% during that time.
"First quarter 2012 passenger revenues, on a unit basis, increased five percent compared to first quarter last year, representing a 15 percent improvement over two years, and over 30 percent improvement since first quarter 2009"
http://finance.yahoo.com/news/Southw...l?x=0&.v=1&c=1