Southwest Bags Fly Free

I just saw Southwest Airlines tv spot promoting their "bags fly free" policy (and pointing out that they remain in the minority of airlines not charging fees for checking bags). This hits particularly close to home as my husband and I recently took a 5-day tip to Austin, TX via US Air, and ended up spending $140 to get our bags there and back (US Air charges ... one suitcase each plus golf clubs). And while no, the golf clubs didn't have to come, isn't that our prerogative as ticket holders? As American Airlines points out isn't that "why we travel"? (note: American charges $20 for the first bag and $30 for the second).

I've heard various comments to the tune that these baggage fees are here to stay however, especially as the public didn't complain enough about them when first introduced, and we've simply locked ourselves in by dutifully paying them. But with passengers switching to Southwest, could this be enough to spark a little competition by other airlines to force them to do the same? By holding out, is Southwest taking the stand that the rest of us should have when these fees were first announced?

As much as I'd like to show Southwest my support with my dollar, I can't as I live in Atlanta, and they don't service the busiest airport in the world - as much as we all wish they did. But from an advertising perspective, I say "Bravo!" to Southwest, and pass along the wish that this may be one of those instances where advertising has the power to change things for the better.