I'd use them for personal but not if someone else is picking up the bill.
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If it's personal use, then I most always use them unless other airlines are similar in price. On business, it usually comes down to what airline can get me there the quickest...and it's usually SW.
I will give SW credit though, they are efficient, always on time and the not paying for bags is a plus. $25-$35 each way on other airlines is a scam...i mean, GMAFB...