I definitely wonder how many people are going to jump ship (plane?) - we've been flying almost exclusively Southwest with exactly one Jetblue Flight in the last 5 years, now we're looking at our next 4-5 trips on other airlines because of this. I'm just glad I got a JetBlue CC a few months ago and have the bonus points to use. My flight to Seattle, just for me, if I used my SW points is almost 70k point or $800 round trip. United is $370 round-trip. Even paying for my bags, that's not even close. Add in the fact that SW has 3 flights, 6am, 7am, and 8am the day my cruise comes back - so clearly I can't take any of those, and United's are at night. If I fly SW, I'd have to pay for a hotel room but United I don't. Not good at all...