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To Sue or Not to Sue: MIPTC's Question for Southwest
J. Craig Williams isn't a fan of Southwest Airline's cattle call boarding system, which works more like the bus or train, rather than traditional airlines, where you're assigned a seat in advance. And he's not willing to pay $5 extra to a third party like Board First, which will sell you an "A Boarding" pass that will give you priority boarding (at least over B and C passengers; you still have to get in line early to ensure being at the front of the A line). Still, Williams wonders here
whether Southwest should be suing Board First for providing a service that Southwest itself isn't willing to provide. In fact, Southwest initially praised Board First's service, but now, as discussed in this article, Southwest has grown concerned. Among other things, Southwest contends that consumers erroneously believe that they have to pay a third party to obtain an A pass, when they can still get one free from Southwest. Thus, Southwest has sued to "protect the product and the brand and our customers."
Williams says rather than sue, Southwest should consider offering this service itself. As for me, I'm surprised that there's actually a market for A boarding passes. Even if you manage to get an A pass, you still need to arrive early enough and wait in line to secure a good seat. In any event, Williams wants to know what you think about this.
Posted by Carolyn Elefant on June 13, 2006 at 03:33 PM | Permalink
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