Tripped over this article earlier. Kinda interesting info on how cost of fare has not increased over the years. The blogging at the bottom of the article is kinda interesting, too.
One blogger, Gman5000, states "Southwest is a profitable fuel speculation company, that happens to also run a money-losing airline." I have read that point of view in a couple differnt places. I guess that we will see when their fuel hedges come to an end.
What's Really Wrong With The Airline Industry - And Can It Be Fixed? - Seeking Alpha