I have been flying Southwest for many years. Ever since it was PSA :-) One thing that I have found interesting in the last handful of years is how typical it is for everyone to pre-check in online and print out their boarding passes. Just a few years ago as long as I printed my boarding pass out in advance I was always in group A. In the last year that has changed and if you don't print out your boarding pass the day before you end up in Group B or even worse the dreaded "I might have to check a bag" Group C
Then along comes Southwest Business Select. For about $20 extra, at least for flights within CA, you are guaranteed to be in Group A, usually in the first 15, you get a free drink coupon, and extra credit towards your next free flight. I think this is brilliant. For them it is a way to generate additional income, with no added expense, for the same flights and offer a higher level of customer service for those who are willing to pony up a little extra.