Southwest (LUV) Strategy: A Masterstroke for Shareholders or a Slow Suicide for the Brand?

Last week, LUV, Southwest actually published its reports and it presented a very optimistic picture regarding the share profit and in general regarding the company's growth. So far it sounds good and nice, looking at the reasons I can't help but be concerned. In the last year, the company has changed its entire business model and also what seems to me to be its main moat. What has united the company until now has been two things: the fact that there is no need to pay money for luggage, and that the seats are actually open to everyone free of charge, this has distinguished them for a very long time and made them the company of the people. And in fact today they charge for the free services they provided. And I ask myself if this is the right move. In the end, they become the same as everyone else and they are no different from companies like Delta and others, or if I am already paying for an additional premium then why shouldn't I pay it to the big companies and that's it. I will never deviate from Low Cost flights of one company or another. I would love to hear answers from people who know the company and this market better than I do.