I've been reading about JetBlue's new non-stop service (ONT-JFK, OAK-JFK), and I think this is going to start a trend by low fare carriers desiring coast-to-coast non-stop service.
I know Southwest says it is in the point-to-point, short-haul business. The fact is, though, that their hauls have been getting longer and longer (OAK-BNA, LAX-BNA). You can now go 1-stop across the country on Southwest.
My prediction: WN will be offering non-stop flights across the country before the year is finished. Look for BWI-LAX/OAK or PVD-LAX/OAK before too long. Hellloooo low fares.
Just bring some food along!