Why, even in Chicago and Providence, R.I., passengers who just didn't get it almost came to blows with Southwest employees. There's no such thing as a reserved seat. If your card number is over 90, resign yourself to a middle seat. Little wonder Southwest has been the most New York-phobic major airline, even steering some flights out to sea to avoid the whole area. The biggest Southwest haters, however, are the other airlines.
Fares always drop as soon as it shows up.
Low fares also result from employees whose enthusiasm has made them stock characters in Texas mythology. Southwest likes employees who break the rules for the right reasons. Kelleher himself sets the example. A teacher friend of mine in Dallas wrote him to say that none of her students had ever flown. He sent the class on a free round-trip to Austin, Capitol tour and all.