You mistake loyalty for monopoly. Alaska gets a lot of business because it is the only game in town.  I only fly with them half the time because it's usually cheaper with someone else, even with a companion fare.  For example, my last Delta flight was $330 during the day compared to a $480 redeye. The planes were more comfortable and had free entertainment and free headphones. I always fly with JetBlue in the summer. There's no reason to have unfeigned loyalty to Alaska when you can get better value and service from other carriers.