Southwest had a huge advantage over other airlines a few years ago in that they had a hedge on fuel costs. Someone had the forethought to purchase very large amounts of fuel and futures when oil was dirt cheap (relatively speaking). For years they were able to offer DING fares at ridiculously cheap rates. Just looking back at our Vegas trips from 2006-2008. We actually had DINGS for $44 each way from Kansas City.......in contrast the best deal you can manage now is $119 each way.......and there are no longer DINGS offered to Vegas from KC......ahhh the good ol' days!