I do. Primary reason? Value for my travel dollar. While some other airlines might offer a lower fare on advance purchase tickets, On SWA, should my plans change at all, I get 100% of the price of my ticket credited towards another ticket. No "change fees" or "penalties" for flying them. I suppose they understand that it's not good business sense to "penalize" someone who wants to give you money. And I have had changes that had to be made - on SWA and the others.
My mom (who lives in Dallas), who is almost 80, bought a ticket to go to CLE
to see her sister, but mom got sick and couldn't go. There's a hundred bucks (minimum) out of her pocket. She booked a flight on AA
to go to see my brother, but he was in an accident and she had to go later. Since she wasn't sure WHEN she could go, and the infamous "use it or lose it" rule was in place, she lost her entire ticket price. Then she was supposed to come to MCI
to see me but fell ill and was hosptialized. Ditto on the "use it or lose it" rule, and she lost money there. So...here is an 80 year old woman who is out nearly $600 for absolutely NOTHING in return. Compare that to SWA - if the Wright Amendment were not in place and she could have booked SWA, she would have been out $0.00, since they would have credited the entire ticket price towards another ticket, or, if she prefered, she could have bought a senior citizen ticket (remember those) that were fully changeable and fully refundable.
So, while so many are happy to point out that "Southwest lies about having low fares - the others have lower fares", I invite them to try to argue this statement:
Southwest provides more VALUE for the travel dollar than any other airline.
The fact is - that can't be argued.