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I understand EarlyBird check-in payments are not refundable, even if the ticket is refundable. Because of this policy, I am hesitant to pay for EarlyBird unless I am absolutely certain I will travel.
Given that Southwest is the industry leader in customer friendly fees, why does this policy exist and could Southwest please reconsider the policy.
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EarlyBird Check-In exists primarily as a profit center for Southwest (over $250 million last year alone), which should answer your question.