Another SW lover...rarely late, always accomodating, awesome staff, comfortable flights, great rewards program (4 on-line booked trips gets you one free r/t voucher with few blackout dates), good safety record, stable company with few cancelled flights (other than weather-related) and you almost always find great deals. The lack of pre-assigned seating is barely a nuisance. Get there early to get a chance at best seating. Also, if you're taking long trips, take snacks...you'll get all the peanuts you wish, but certainly not enough to make a meal. I've actually packed a lunch with me before on a long flight...way better than airport food!