I wouldn't compare any service I actually like to Southwest Airlines. Southwest seems to be one of the least appealing airlines in terms of comfort and quality.
Southwest during its rise to prominence in the 90's and maybe early 2000's had this friendly, relaxed reputation. It was definitely an economical option, but they tried to be friendly and jokey and get out of your way.
I agree that nowadays that has all gone away and they're just kind of cattle-cars.
I've noticed this too - the Lyft driver's are happier on average. And when you do get a rude Lyft driver, chances are they are driving for Uber too. At least this has been my experience.
This might say more about you than Uber or Lyft. Why is sitting in the back treating them like a "lower class citizen"?
Obviously neither marketing story was really true, but they did influence the way the customer experience was and is presented.
What are you referring to? Southwest is loved by customers and employees.
Brilliant but hardly consumer-friendly.