Jason Fried picks up on some simplicity at southwest airlines:
Simple fares (no secrets, one-way fares aren?t more expensive that round trip fares, fewer fees), simple planes (they only fly 737s ? every SW pilot or flight attendant can work any flight), simple seating assignments (they don?t have any), simple meals (they don?t have any), simple friendliness (shiny happy people), less big airport hassles (serving the unserved at smaller, simpler airports), dead simple rewards program (based on # of flights, not miles), simpler fuel costs (they buy futures to lock in prices), etc.