We know you've heard this greatest hit from an American corporation many times before: A product is being made much worse because you allegedly demanded it.
Southwest Airlines, which for many years was considered a maverick air carrier that actually represented the simple spending desires of its American customers, has caved and is now only the latest company to try to foist this song and dance on us.
"Our Customers [yes, customers was capitalized for some reason] want more choice and greater control over their travel experience," one of Southwest's executives claimed in a press release. "Assigned seating unlocks new opportunities for our Customers—including the ability to select Extra Legroom seats—and removes the uncertainty of not knowing where they will sit in the cabin."
Hooray! Prepaid seating charges!
Just what we never asked for from Southwest Airlines.
General seating, along with the knowledge that you'd never need to cough up extra dough to secure a seat assignment, were among the banner benefits of flying with Southwest Airlines.
According to the press release, which the airline had the nerve to patronizingly title with the bogus word Seatisfaction, general seating will be dead on Southwest Airlines as of January 27, 2026.
The first nails in the coffin of Southwest's unique popularity were hammered on May 28, 2025, when the airline did away with its single most popular perk: free checked baggage.
Since then, Southwest passengers have been paying $35 for the first bag and $45 for a second piece.
More nails were driven into Southwest's reputation when it converted to a three-tiered "fare bundle" ticketing system, nickel-and-diming customers for formerly basic privileges like being able to change flights or board with the main group.
Of course, Southwest pretends customers aren't being forced into that. The company claims that "customers will be able to choose from various fare bundles," which is a lot like the Internal Revenue Service bragging that citizens get to choose which of their dollars they part with at tax time.
On January 27, when Southwest's egalitarian boarding system has breathed its last, the carrier will officially become a class-driven airline, just like the others. If you don't pay up, you're at the bottom of the list.
And that will be the death of all the special reasons for choosing Southwest Airlines above any other carrier.
Good luck competing on the quality of your product now, Southwest. Hope that works out for you.