Southwest has really pushed some limits, but one is trying to take advantage of the highly competitive and highly demanded New York City airline market. I have been quite impressed with their abilities to make money off of expensive or less competitive markets but am surprised to see their move into an established market. The only thing I can figure is that they must be moving to help people they already serve in obscure areas access New York for cheaper than their competitors, or perhaps to help New Yorkers travel to more obscure places for cheaper.
I know that they are great at helping establish their brand in the mind of consumers, and to be able to use Southwest no matter where you go in the country really establishes their presence as an all-around great airline. Due to their success in Boston, if New York works out as well, Southwest won't be relegated to simply a well-known airline in the western part of the country.
BusinessWeek's take on the matter
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