This is too funny. I avoided Southwest for the longest time because I hated not having a seat assignment. I finally accepted it, and was quite a Southwest flyer for a while, but then I left as soon as they announced that they were destroying the Rapid Rewards program by switching to restricted awards.

By changing to restricted awards, it's clear that Southwest is targeting their business at leisure travelers (who are more able to use award tickets as they can be flexible with their travel plans), and away from the business traveler. Perhaps they're hoping that assigned seats would bring back some of the business travelers that they lost due to the changes in the Rapid Rewards program? I wish them luck, but it won't bring me back.