Might be the case in some parts of the US, but Delta and sometimes Alaska tend to be price competitive with SW, and the flying experience is leagues better (imo).
Best perk on SW is the companion pass. Some well timed credit card sign ups and a few flights and you can have a companion fly free with you for almost 2 years. Especially nice as SW flies to Hawaii.
Credit card sign up and spend count towards earning the pass, one trick make a large tax payment with your cards to boost the points earned. Worth the fees you will pay.