When Southwest Airlines launched their PR offensive to get approval to fly their blue and reddish-orange planes to Mexico and other points South from Hobby Airport there was much gushing and praise for the plucky little airline and their ability to move into a market and lower prices. Such was the myth of the 'Southwest effect' thrown into the argument despite the warnings of local travel experts (and people who actually have an understanding about how airlines function).
Fast forward to today and it's becoming more and more evident that those warning against Southwest acting as a lower-fare genie are being proven out. Yesterday in the media the following two stories ran suggesting that Southwest is now beginning to position themselves as a more serious airline without the quirkiness and "low fare" fanfare that accompanied all of their previous ads.
Southwest Airlines: We're not about cheap fares any more. Brad Tuttle, TIME