I still remember the time I bought an SFO-LAX round trip on Southwest for $29 plus tax each way with only one day's notice, earning more than $29 worth of Rapid Rewards credit. That was a VX fare match, unannounced by Southwest as always.
Oh wow!
Never realized Southwest matched fares! So, if I find an advertised flight for a lower fare, say, from SFO - LAS, I can call to ask Southwest to match it?