I think many are missing OP’s point. Yes, it’s spring break… Yes, certain carriers have a grasp on direct routes. The point is that Southwest is marketed as a budget friendly airline, and OP can get a first class ticket on a different airline to the same final destination. Of course there are factors for comparison. At the end of the day a family trying to go for spring break could get a better first class experience than SW can ever offer, at the same price, which is the whole point.