I wish they would focus on cleaning up their flight search before moving on to new features. While I like the idea of their flight search - in practice its a confusing visual mess. I really wanted to like it - but I found myself back on travelocity in short order. I think they're really on to something with their idea, but it needs some refinement before they move on. I showed it to my folks back home and they looked at it for about 2 minutes before just going to southwest.com and booking their flight there. While hipmunk may be all the rage here - it has basically zero traction outside of the tech community.