The thing that I hate about Southwest is no reserved seats. I don't want to have to line up a half hour before the flight boards to get a shot at a better seat - my time is worth something. At 6'3", 220, with broad shoulders I will pay more for an aisle seat. Plus on United they have Economy Plus with 5" extra legroom (36" seat pitch instead of 31"). It's a free-for-all getting on the plane. If I was a small or average size person I probably wouldn't mind a window or even a middle seat but not at my size. So if you are a small or average sized person, don't fly frequently, bring a lot of stuff with you, and only travel domestically then Southwest is probably fine. But that does not fit my travel profile at all. I feel like I am turning in to a SW fan boy, but I have to point out some of the mistakes here. There is no lining up a half hour before the flight boards. You are assigned a position in line and based on that position is when you board the plane. Once you are on the plane you can sit anywhere you like. So some may ask how do you get the early position in line you would ask? Its all about when you check in. You can check in anytime within 24 hours from the time of your flight online. I always check in ASAP and always am in the first 15-45 people boarding, gaining me my aisle seat. If you fly frequently (should be getting there after my next flight), you earn frequent status where you are automatically checked in putting you even further ahead of the group. I am neither small or average, I fly frequently, never check a bag and I love SW. I will admit I was initially turned off by the "cattle call" as some like to refer to it, but once I figured out the check in early thing I haven't looked back. For me the simple fact that an airline is willing to drop baggage fees and change fees was enough to make me look at them and now I love the product they put out.