The CEO’s “research” appears shambolic and dumbs down what engenders such loyalty to Southwest. Next thing you’ll know they’ll add 777’s, ERJ’s, and A320’s to the bestiary, because it’s also what the other airlines do. Southwest became the leader because they led and went their own way instead of followed.
At the end of the day, 90% of Southwest fliers choose Southwest because of price and availability. Embiggening the boarding process with boarding zones won’t sell more seats, particularly middle seats.
The 10% of business travelers who choose Southwest crave its no-fuss “Greyhound of the skies” approach, and these will be the most turned off.
CEO pay is like telling your driver to redline the engine all he wants. He’ll outperform the competition (with significant personal upside) until he blows the engine (and gets replaced a few years later, having earned billions).