There is a giant mural on one of the walls at SWA HQ in Dallas.
It shows (and it was a publicity stunt) Herb arm-wrestling another airline CEO (can't remember who) to settle a dispute. In classic Herb fashion, he's got a glass of whiskey by his side and a cigarette hanging out of his mouth, wearing a headband. He had cut off the long hair by then, but was still a rogue beloved by his employees. Here's a bit of story on it:
In the '90s, two companies were using the same motto. They arm wrestled to see who got to keep it.
There is a book about the business philosophy at SWA that Herb championed, called "Nuts." It has been required reading for anyone who has ever worked for me.
I never tested the theory, but rumor had it that if you went up to Herb on a flight and introduced yourself, he'd buy you a Wild Turkey - his preferred brand - and give you a big smile and chat a while.
He'll be missed. Sorely.
The airline did start changing not long after GK took over. I kinda shrugged - it had to change because the world was changing, too, but there was a time when I was commuting a lot between Dallas and Houston, and riding that 45 minute flight in the rear-facing seat at happy hour was the highlight of mine and my 5 other seat mates' days. There wasn't any other airline experience like it; hell, in Texas, SWA never said they competed with other airlines - they competed with Greyhound.