I love flying Southwest (or should I say LUV, which is a cute pun on their airport of choice in Dallas). This is a good thing because they have lots of flights from St. Louis and they keep American’s fares low too. And I have to give them plenty of kudos for the way they are about to transform their boarding procedure come this fall (it is already in place in San Antonio): they reward people like me who want to do prior-day online check in to get those coveted “A” boarding passes, they have eliminated the  extra hour that I have to wait at Lambert to position myself in line, and they do with wit, style and panache on their Web site. This is how you build trust with your customers: do extensive surveys and research to make them part of the process, and then actually listen to what they say! What a concept for other businesses.