Southwest Airlines Take 2

Southwest Airlines claims to have invented low fares, which they refer to as the Southwest Effect. They are now offering fares as low as $73 one way. Other airlines may use different terms to describe their own low fares. We invented low fares, and then everyone else pretty much tried to follow. We call it the Southwest Effect. But other airlines probably use more colorful language. Low fares? We just don't have them. We invented them, and here we go again. Look for as low as $73 one way, now at Southwest Airlines.