Southwest Airlines CEO Bob Jordan argues that recent changes—introducing checked bag fees starting at $35, ending open seating, and adding fare tiers—are all about giving customers "more choice," not just boosting revenue. While some travelers appreciate the flexibility to opt out of extras, others worry these moves betray Southwest’s long-standing, hassle-free identity. Have any of you encountered similar shifts in formerly no‑frills brands—did it feel like more freedom or just nickel‑and‑diming?
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