Do major airlines need to worry about reputation, loyalty, and even care about passengers in a deregulated, monopolistic, privatised industry, coupled with dysfunctional operations fuelled by airport and airspace congestion - things experienced by most competitors? The answer is they do if they want to survive in the longer run. To learn about how to improve reputation and loyalty in the dysfunctional world, get inspired by Southwest. But look beyond things like short turnarounds or single fleet operation. Start from the inside, from main ingredients of their secret sauce.