I just want to point out something.
Southwest has yet to charge for a first, or second, checked bag. Pillows and blankets are still free. As is all drink products minus alcohol. Wait, except on February 14th, as they are giving away free cranberry and vodkas. Ah yes, and let us not forget St. Patrick's Day, where they are giving away free beer. How much was your blanket and soda on Brand X Airlines?
It is no secret I love SWA. However, the only reason I point those facts out is because we have started discussing the implications of selling brand space on airlines, when the airline in question has yet to adopt the "industry standard" of charging for things you would expect to be free. More than that, they are giving away FREE things you would expect to pay for on some holidays. Strange, isn't it?