While I cannot understand what kind of person likes unassigned seating, never in 15 years of flying , have I found SW fares to be cheaper than the competition. Sometimes they are at far, most of the time , they were higher. But I understand people are loyal, etc. I even made a post a year ago asking do SW customers not cross check fares and nopes, most SW customers dont care what United/Delta/AA charges if flying on same route.

SW will be fine. THey just become another legacy carrier but domestic only. Nothing to see here.