One of the benefits of SW offering a Rapid Rewards credit bonus for booking on-line is that it often kept people from looking into other CRS and airline sites for alternatives. It was a smart move by SW.

Now that SW has removed the incentive to book on sw.com ( eff. April 1, you receive the same 1 credit per flight no matter how you book your ticket, except Swabiz) this could expose the fact the SW often does not have the lowest fare.

My company CRS displays SW fares alongside other airlines. Other airlines fares are often the same and in some cases lower than SW, exposing the fact the SW is not always the low-fare leader people assume.

By not keeping the flock locked into sw.com via a incentive, I think SW has made a potentially costly mistake by encouraging more comparison shopping on other sites....I no longer look at sw.com, I just use my company CRS. No incentive for me not to do so...