Because the flying public demands it. Everyone seems to want a "cheaper" price and alacart selections. Deregulation opened competition and airlines take advantage as well as the passengers..just because you can afford the price, not everyone can and airlines know that is the market.

Right now SW is my favorite airline because I am at the gate and about to board a flight (a few minutes early) to Orlando. My shuttle should get to LSL by 9:00 tonight, can't wait to get there : ) I hear it's a little cool there, but it will be much warmer than the single didgit temperatures I woke up to this morning.

I get it. But, the airlines are putting their customers in competition with each other. Some are overcharged, and others are undercharged. I don't know another business that could get away with that, except car dealers. I also don't know how anyone can "luv" a business like that.

SW is my favorite airline. During my working life, I flew between Detroit and Nashville at least once a week. On SW I always sat in the first 2-3 rows of seats. Just like First Class. I was always alone and never had any luggage so it made it a lot easier.

The best thing about SW Air is that they do not charge a change or cancellation fee. They don’t refund the money but you have to use it within a year.

There's lots of reasons to 'LUV' Southwest...and this is a big one.

Southwest Airlines Newsroom (click here)

Soithwest
 

Love Southwest. Like boarding too. We fly them whenever possible.