Guess maybe Delta shouldn't be as scared as some of you would have liked ! "Can't Call Southwest a Discount Airline These Days !" "High fuel prices, the end of lucrative fuel hedges and a changing route network have led Southwest to push its prices up dramatically, faster than many other airlines. With last-minute fares of more than $1,000 round-trip in long-haul markets, some nonrefundable fares over $900 and average prices in some markets higher than competitors, it's hard to call Southwest a "discount" carrier anymore. Southwest's average ticket price has jumped.............. 39% .............in the past five years, while the average ticket price for domestic trips for the industry was up 10%, according to the Department of Transportation." http://finance.yahoo.com/banking-budgeting/article/112851/cant-call-southwest-discount-airlines-wsj And so much for the "We don't charge you extra for bags" campaign ! Nope, we just charge you more for the ticket !