Robert G.
Yelp
Mostly, I'd agree that you shouldn't review a company again and keep the rating the same. Well, this is a little different.
In my opinion, Southwest Airlines had started to dip toward 4-star territory. Some of it was the pandemic. Some of it may have been getting more and more used to Southwest and its luster fading, including coming across the rare, disinterested employee aboard.
Southwest has been said to be behind the 8 ball in some areas. Some of that has changed.
Within the last year or so, Southwest introduced bag tracking. I know that the app shows the movements of one's checked baggage. I'll say that, on my phone, I was impressed with how simple it is to use and how clear the graphic presentation is.
Another thing that was a little behind the times was the availability of charging one's devices. I've found that, on a few 737 Max flights, the chargers are right there on the seatback in front of you and available to every seat on the plane. It's just a matter of time before it'll roll out to more aircraft. The reality is that, even on some legacy carrier domestic flights, some economy seats are also devoid of access to charging. Since most of the flight segments Southwest operates last 2 to 3 hours, one can make a point of charging a device prior to boarding. Or they can bring along a small charging device.
An activist investor group now has a major stake in Southwest and wants to make changes. To what? I think that Southwest itself has started the fine tuning, as indicated above, and it'll probably continue.
Granted, Southwest does not offer "red eye" flights going from west to east. I used to love these ... or I thought I did. The reality is that, assuming you had a full day before, you will be a wet noodle, especially if heading to the office, and, if not going home or to a relative's place, a hotel will not let you check in that early in the morning. With few exceptions, the positive aspects of "red eye" flights cancel out quickly.
Southwest has cattle call seating. I've found that if I check in on time and get boarding groups A or B, I usually get a seat I like. However, if one is relegated to group C, the pickings get slimmer. If they do go to assigned seating, I wouldn't really mind as long as it's free of charge for most of the regular seats in the cabin. Southwest says that's where they are headed, anyway. It could reduce the querying in the queue: "What number do you have?" "What number do you have?" Or maybe one could look at that as an ice breaker or social lubrication.
Lastly, Southwest's baggage allowance is something laudable. Most people don't even seem to board 2 pieces of luggage but, for those on a long trip, going off to school, or relocating, this makes it very easy to consider Southwest first. Their tinkering with this will change the "less is more" Southwest born from a napkin sketch in 1971 into looking more like Allegiant, Spirit, and Frontier with their packages and memberships - or like the similar cheapskates in Europe (Ryanair, etc.) - who will nickel and dime you, and drain you in some instances, if you don't cross your t's and dot your i's very carefully when planning your trip.
With the bag tracking that puts one at ease and device charging making its way onto plane cabins, Southwest, seemingly dipping to 4 stars, keeps its 5 stars.
If there is a push to eliminate some of the flexibility and convenient perks, Southwest's brand specificity and nichemanship might erode. They'll lump right in with Spirit, Frontier, and Allegiant, which, when I see those other carriers on Google Flights as the cheapest picks, I steer toward the legacy carriers if I have bags to check and am interested in where I sit. If the "new" Southwest chips away at the flexibility and convenient perks, the reflexive inclination to consider Southwest before the legacy carriers will probably wane, for me and many other customers.