So the real question is:

"If you were starting an airline and had lots of financing, what parts of your airline would be different than Southwest?"

I would do everything I could to keep unions out.

As for 737s vs. A320s, the 737s might be more fuel efficient if you get blended winglets. http://seattlepi.nwsource.com/busine...rtners25.shtml

However with a slogan like "fly da to see the dux!" I can't fathom who would want to fly on this airline.

Since I can't figure out why 777 pilots are paid more than 737 pilots other than union seniority, I would order 777-300s and hope to acheive insanely low CASMs, resulting in insanely low fares. But maybe I'm just naive...