I was just on a Southwest flight from Oakland to Phoenix, and the flight attendant said, "We're now dimming the cabin lights during takeoff. Please take a second to locate the overhead light if you need one. For South Florida folks, we're going to give you people a little more time than the others to find the correct button...." I can see reasoning about flying other airlines for the experience to ride on something other than the 737 series, but I figure Southwest made the airfares low, so why not fly them to reward them? No food is served except peanuts or raisins, and juices, soft drinks are complimentary. Beer, wine, cocktails for a charge. Good, friendly service, good safety record. Usually fly point to point rather than always via a hub, which can add flexibility if one city has bad weather. Great airline in my view, with a great FF program.