There are so many reasons to love Southwest Airlines:

1.  Cheap tickets

2.  Great Service

3.  Quick boarding

4.  No baggage fees

5.  All the planes are 737's

6.  Lowest complaints per customer since 1987!!  What?!

7.  Unconventional and Non Conformist Culture Focused on their Customers.

I love Southwest Airlines, but I got to say one of my favorite stories about them:

"Until 1989 Southwest Airlines used cash register receipts as tickets, but customers would throw them away. In the meeting where the topic was whether to spend $2m on traditional ticket machines, they opted instead to write THIS IS A TICKET in big red letters. It worked. Sometimes simple is good enough."

Austen Allred

And this book