I disagree. I think passengers want the best VALUE, not necessarily the best PRICE. Initially, they'll think the $10 fare is a godsend....until they see all the other fees tacked on. Then they'll say the airline is sneaky, underhanded and charging hidden fees. There'll probably be some false advertising suits, too. They won't stick b/c the people didn't research what they were getting, they just saw the "$10 non-stop from CMH-FLL!1!!!11!" and didn't read any further. This will more than likely lead to a LOT of one time fliers on the airline. Just enough to make the initial investment captial back, bankrupt the company, sell the airplanes and let the owners retire in luxury.
Oh, and SWA advertises service to Manchest, NH and Hartford, CT. They don't sell it as Boston. DAL is still Dallas and ISP is still New York (well, Long Island but close enough). Smaller airports, but not an hour away from the destination's they're named for. It's not like SWA flies inot SAV and announces it as non-stop to ATL.