@FrequentOneas another customer I agree that enforcment of existing policies is critical (for Southwest or any other company). I will also note that I love that Southwest empowers their teams to make decisions at the local level.
my choice is to accept free-range boarding as a good business model that allows me the freedom to select a seat, and then if a highly perfumed-cologned person or an animal comes close, I can choose another seat. I think that generally the boarding agents follow the required regulations and enforce the baggage policies in a manner that is acceptable to me and if they occasionally bend a rule without compromising safety, that is okay with me. The free range boarding keeps the prices lower (along with a good Rewards program and good kind employees) and that is what I really like. As a short-haul frequent flyer, they are competing with my car because I have take other airlines from time to time but I generally prefer the SWA way and the people.
I suspect that the vast majorty of the 163,000,000+ people that flew with Southwest last year disagree with you that the boarding process is broken. But as stated earlier, Southwest welcomes comments and suggestion from passengers.