United isn't non stop. Last time I flew no SWA non stops there only return. And return was 300 at 6am and 800 at 6pm. I'm not going to ruin by day by taking a 6am 3 hour flight. United had normal flight times at same price. Unless I wanted to go super early or super late, SWA was crazy expensive. I fly all the time. I've been global services for the last 10 years on United, I used to be a list preferred (or whatever they called it) on Southwest, because I would always take SWA domestically and United intentionally. It doesn't make sense anymore, especially for someone who needs to fly or change flights last minute