Just bought a bunch of tickets on Southwest for my kid in college for the coming year. On average about $300 RT for long trips with one stop. (Avg on DL - $500) He doesn't care about seat size, or upgrades or telephone support. He does bring and take a lot of stuff when he comes home for a month and gets 2 free bags. And for me, I can buy these tix a year ahead with impunity because there are no change fees whatsoever - a key advantage with a 19 y.o.
Completely different markets in this case and no question who wins here. I have some loyalty but not blind loyalty.