Who's the friendliest in the sky?

One of my favorite travel websites just conducted an informal poll of its readers and asked which was their favorite airline. Below are the top 10:

10. USAirways
9. Virgin America
8. AirTran
7. Alaska
6. United
5. JetBlue
4. Delta
3. American
2. Continental
And the winner is:
1. Southwest

So what puts Southwest ahead of the pack? Is it their fares, customer service, or maybe the fact that they are the only airline on the list that does not charge a baggage fee?

Tell me, dear readers, what is your airline of choice, and what makes them so?

One random commenter will receive a set of shiny new ISA luggage tags!