Southwest has its faults, but they're far and away the most human-friendly and least-BS domestic airline in the US. The price is the price and you get reasonable accommodations even at the base fare. If your Southwest credits/vouchers expire, you can talk to an actual person who'll extend it by six months after expiration even if you don't have status. It doesn't feel bad giving Southwest your business.

Maybe other companies shouldn't completely optimize away the humanity in their services. Maybe have some core values beyond "make number go up."