That's what I'd do.
The oligopolistic forces outweigh personality. Yes, Jeff is a narcissistic jackass who has never had an original thought in his life. And yes, the Board will fire him, but what of it? The Industry is a monolithic juggernaut that transcends personality. The movement from perks to pricks, ops to irrops, friends to foes, and miles to money is inexorable.
A sales VP just popped his head into my office to talk travel. He mentioned that he had to pay $700 to fly to Ohio from Rhode Island (BDL, actually)—on Southwest!
RNE, opining that it's not an airline problem; it's the whole industry.
I typically check out fares on Southwest, but they are almost always higher than I can make work on United, and typically less convenient. Since I live in DC and travel frequently to SFO, LAX, DEN, and FRA, I really don't feel like I have many alternatives. I am stuck for now. I had some hopes that Virgin America would fill out their route network to be a viable option, but don't know if that will ever happen.