The issue for AS at SFO is that they don't have a substantial dedicated customer base, so they're left to compete on fare for infrequent flyers. At the end of the day, this is a big fail by AS, resulting from a whole bunch of subsidiary fails, which have included alienating VX flyers and failing to maintain a reliable schedule with sufficient frequency to key destinations.

They're now hoping to be a bigger fish in a smaller pond at SAN.