For many years I've flown SWA 80% or more of my flights. Now it is down to less than 25% as SWA prices have increased so dramatically (except for the limited highly competitive routes with other low-cost/upstart carriers). It will be interesting to see who will benefit more from upcoming IT capabilities, the customer or the airline's bottom line. In the old days under Herb, I felt these were both tied in the same direction ... but now I believe they will be in opposite directions...like fewer Tue/Wed flights will result in fewer low cost options for leisure travelers.