Assigned seats lead to premium seating, which leads to FF upgrades. Pretty soon Southwest is JustAnotherAirline(TM).
It could happen, but it would be the extinction of what Herb gave birth to.
I agree! I was 1K now 1MMer on UA, but WN has shown me more loyalty in the last 2 years than UA does now. I've remained loyal and have moved about 60% of my travel to WN. I even pay more for to fly WN. If they go to Assigned seating and FF miles, upgrades, etc., I'll just go back to UA. I have found a new love for WN and would like to keep it that way.