I don't know how non-assigned seating can in anyway be considered a plus for the traveller...it's simply a cost saving tool for the airline.

I like SWA because of the flight experience, no bag fees and the minimal issues with changing of booked flights.

Adding seat selection would be an added bonus but that would be a big procedural change for the airline

Still don't understand why they added flights to two Cuban cities before SXM....(became the 8th airline to do so)