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Better... how?
All low cost carriers (Southwest, Allegiant, and its ilk) optimize (utility maximization) for making money like any other airline, but with very different assumptions of where to do that. They make no money on the fares, but instead on all incremental buy-ups. To incentivize this, the quality of what is considered a "base product" is as poor as possible to get you to spend more but the base fare by itself is rock bottom.
