There is a huge, consolidated thread over on the AA forum regarding this.

The show was great. I'd love to see a similar show on WN and then some comparison between the two airlines. It seems to me that while AA is focused on little things to try to cut costs, WN was looking at the bigger picture and bought oil contracts. And, WN was in a position to do this because they had been focusing all along on controlling costs and pricing its product so that the company was in good financial shape. WN's crystal ball was good, but they also had years of being smart to take advantage of the wisdom or luck of guessing that fuel prices were going to go up.

And, all that from an airline that has NEVER charged $700+ for a one-way ticket from anywhere to anywhere, nor has ever taken $1 in change fees. I would suggest that while it sounds great to charge $700+ for a one-way ticket, the overall business model of Southwest is the one that makes money.