I lost my Companion Pass in the past year because Southwest could not compete with Continental on the Tampa-Houston route. CO got my 40 full-fare roundtrips.
For the
same full-fare price:
Southwest offered a restricted award for every 8 roundtrips that I flew.
Continental offered a free first-class upgrade, expedited security screening, and a restricted award for every 6 roundtrips that I flew (using a status challenge).
Now Southwest has raised their price above their previous full fare pricing for ... a free drink and 0.25 credits?
Uh, no thanks.
[
ironically, with the CO->Amtrak->Choice->WN transfers, I actually get more RR credits for flying CO than WN! 
]