Value is subjective. I'm going to pay for business or first when the whole plane gets there at the same time? Nah, I'm paying for a great experience if something goes wrong, bags included, and reliable air travel between two points. It's low key white glove service in a world of race to the bottom customer service and trying to remove every touchpoint possible between the business and the customer to save pennies.
https://community.southwest.com/t5/Blog/Southwest-Airlines-R...
https://www.nerdwallet.com/article/travel/is-southwest-airli...