Southwest is still living on the goodwill they generated from their huge fuel hedge last decade. They don't allow their fares to be shown in the aggregators but they've convinced a large segment of the population to start their search at southwest.com rather than Orbitz/Kayak/Expedia because they believe WN will have the lowest price, but that's hardly ever true anymore.
I disagree. Myself as well as many people I know like the experience on Southwest. To me the best thing about them is their no-fee cancellation/change policy, right up to 15 minutes before take-off. To change a non-refundable flight on most other airlines carries a default $250+ fee. Being able to check bags at no additional charge is pretty awesome too.
Brilliant but hardly consumer-friendly.