hcat, probably too much to change. They have a very successful business model which is turning a profit, why change. There are newer start-ups which do offer reserved seating. JetBlue, Song, Ted all to my knowledge have reserved seating. I for one, who has been very happy with Southwest in the past, now prefer JetBlue, do to their increased frequency of direct, non-stop flights and online seat selection. There are many options available, it all comes down to your own comfort level of what you are willing to sacrifice at what cost.