
Southwest’s Identity Shakeup Tests a Cult-Like Loyalty
Activist investor Elliott Management has reshaped Southwest into a more traditional, higher-fee carrier, eroding some of its historic perks. Despite mixed in-flight experiences—boarding changes, limited power, slow Wi‑Fi, and other product issues—the airline still retains a devoted customer base described as a 'cult of LUV,' suggesting loyalty may outlast the brand’s transformation even as profits improve.













