I am a newly hired flight attendant (not yet through training). I previously worked for American Airlines for 14 years. From the varying perspectives of in-flight crew and airport personnel, as well as reservations pre-flight issues (choosing, assigning, numerous requests to change, complaints, etc.) I would say this: Time = Money. I worked as a supervisor in reservations and cannot stress enough the time spent with "irate callers" regarding this issue. I am excited and proud to now be working for a carrier that is profitable. I truly feel that no assigned seating is one of the many reasons why Southwest can say that. Then from the passenger's perspective, what Tricia mentioned above about scoping out the cute people to sit near, and the capability to not be forced to sit by someone who is "spilling over" into your seat, is one reason many PREFER the unassigned seating. 🙂
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