I was thinking, when i had my glide pass, i was billed $10.20 each way. So, you are down to 39.80. Plus credit card terminal fee is about 3% so your at 38.30. There has to be some time issue as far as explaining the process to the average flyer that didn't even know dh was in ch 11, so say $2-3; everyone understands free.
so we get to about $35 in lost rev. Southwest will make news as the only one to let people fly for free. It will make the TV and print, great way to get the name out. Plus it makes customers real happy.