Southwest. Way Southwest.

New York Times, February 13, 2008 — Southwest Airlines, with a raucous corporate culture that is the exception in the grim airline industry, stands to look even wilder as some of its big competitors contemplate mergers that would only further muddy their corporate identities. For proof that Southwest is sticking with its oddball ways, look no further than its chief executive, Gary C. Kelly, who transformed himself from a buttoned-down C.P.A. to one of Corporate America’s most colorful bosses.