Maybe I attribute too much cleverness to Southwest's motives but taking the post's points 1 and 2, could it be possible that Southwest is doing this to gain a further competitive advantage in the marketplace? As in, if it's true that this will eventually be replicated by other airlines and it's also true that this will seep into policy, if SWA can keep it out of their policy, their customer service will look at least slightly better than their competitors over time.<p>Normally, I'd think this was a huge stretch but SWA has always been well run and managed. They have excellent customer friendly policies and they market them well. It doesn't seem that crazy to think that the smart people at SWA are taking a small PR gamble now in hopes of a big customer service win later.