It is just marketing and PR. Don’t read too much into it. Besides, is there such a thing as lower fares than Southwest?
No kidding. They already have the most competitive fares day in and day out. This has been my favorite airline for at least 25 years.
Oldplayer
I think Spirit is cheaper, but you do pretty much have to get out and help push the plane down the runway (you also pay for pretty much everything and the interior looks like a city bus what with all the adverts).