I am not mistaking loyalty for monopoly.  I talk to plenty of people who love Alaska Airlines over other carriers.  I personally have had one terrible experience on Delta after another.  Their prices are NOT cheaper to Minneapolis (where there isn't competition for the direct flight - would be cheaper for me to fly to Hawaii!).  True Delta has the inflight entertainment, but they run out of food, you have to wait 30-40 minutes for your bags (no 20 minute guarantee), flights are often delayed,  their website is not nearly as good as Alaska, it's really difficult to redeem mileage awards, and have you ever needed to call them?  I have waited over an hour on hold.  I appreciate the other comments - competition is good.  But I for one am a loyal Alaska Air customer.