As sell side analysts we rate stocks in three general categories: like, neutral, dislike. Reality is more opaque. The single biggest reason we “dislike” shares of LUV is because of LUV’s distaste for fees: ROIC-positive but customer satisfaction-negative. But this week LUV rolled out a new ad campaign highlighting its large size, loyalty program, Wi-Fi, customer service, and more. Completely missing from the new campaign, however, was a reference to a bundled product. In the past LUV management has taken a ‘never say never’ approach to fees, which has periodically excited some, but that’s translated into financially immaterial changes to the fee strategy in recent years. But this feels a bit different to us, and in this note we’ve complied evolving statements from LUV management over the years. For now, LUV remains Underperform rated on valuation.