Southwest was founded on high frequency flights in a short haul market. If you fly them for long haul service thats great, but not what their niche is. I fly WN all the time from Las Vegas to Phoenix. They offer almost 20 flights a day. At times I fly them to Chicago or Orlando. On occasion it does make one stop. (Chicago non-stops are daily, Orlando is nonstop only on Saturdays). But that stop is ONLY 20 minutes, unlike American or Deltas change of planes with an hour lay-over.

I can get a $99 one-way fare, double credit on the internet all for a 20 minute stop, I'm in! Give a little, get a lot!