Yeah SW isn't my preferred carrier at all. I used to fly them a lot in college because its back when they were actually low cost and were the only direct flight between university and home.
Now, this year, SW has been more expensive than United on every flight I've priced, and I live in Houston. It's United land, but SW pretty much controls HOU, so its almost hub-like for them.
Beyond price, I don't like their rewards structure. I don't like how to get anywhere >500 miles away you will likely have to change planes or stop somewhere. I have a meaningless number of SW RR points that are about to expire since I haven't flown them in so long. You have to admit though, they have hit marketing gold with the "low fares" that aren't all that low.