The thing that really messed with me recently was when I started thinking deeply about the fact that I’ve been seeing so many Southwest ads about their switch to assigned seating…

I realized that they probably made that whole change, along with all of the ads, because they knew it would spark mild outrage and discussion from people who saw it — they’d discuss if assigned seating is actually better or worse than the previous fist-come-fist-serve system. I can understand either angle but I liked that they were different than other airlines, etc.

But really it’s because they removed the free checked bags that had been their policy forever, now you need to pay like any other airline. Which completely ruins their value prop. But by advertising the seating changes so heavily for months, they make you forget about that part that actually makes a much bigger difference in the experience