Southwest dominates all other domestic carriers in terms of the customer experience in my opinion. It's not even close actually.

The boarding process is fine, employees are friendlier, employees don't seem on the edge of clinical depression, no change fees, no bag fees, directv, copious drink vouchers and random unbilled free drinks, generally cheap fares, easy website and app.

Focusing on the No Change Fees and basically a 12 month travel voucher if you cancel it altogether. That is a tremendous perk. How is it that only one airline has taken it upon themselves to do this? Bad business by southwest or bad business by the others?