Oliver:
Not sure why you would want to give WN a black eye or see them get 'their just desserts..." although I could argue their just desserts are some kind of medal for making air travel generally available to the hopelessly middle class.
In your post you have hit on one of the two big keys of WN's long term success. It isn't pay.....WN employees make pretty fair wages.
1. Single fleet type.
2. All sorts of hublets everywhere.
People on WN make connections at DAL, HOU, PHX, LAS, MDW, BWI, BNA.
They also make connections (per their schedule) at ABQ, MSY, MCI, OKC, TUL, SAT, AUS, ELP, SLC, LBB, and MAF
I know there have to be a few cities with no published connections in their timetable but it would seem that the number of cities with published connections exceeds those without.
Oh, and 3. One stops.
A lot of people denigrate one stop thru flights.
Truth is, they are a whole lot better than making a connection.
Southwest flies a whole bunch of people HRL-DAL every day. They have no nonstop service in that market.
AA was offering nonstops but recently pulled them due to an inability to compete.
A flight from A to B with a 20 minute stop/no plane change works almost as well...sells almost as well.....as a nonstop.
What it also allows you to do is beef up frequency...since you aren't dependent solely on traffic from A to B. You have passengers from A to C and from C to B on the flight, so you can increase frequency. And increased frequency always sells.
I doubt U will do it, though. They seem compelled to do everything they can to avoid being viewed as similar to WN, although one could argue that WN's profits would be a good thing to emulate.
Is WN out to "get" anyone? I don't really think so. My view of their goal is to make money. Moving into markets where other airlines have practiced extortion for long periods of time strikes me as a good way to make some. I doubt that Colleen, Herb, and Parker have a dartboard in their offices with other airline pictures on it.
Ultimately, the way to beat WN is not to worry about beating them. You have to learn to coexist at the same fare levels. They move in, traffic will expand....almost exponentially. And that is what it is really all about....not driving another carrier out of a market and jacking up the fares. Rather, it is all about creating the demand for your product at a lower fare and then satisfying that demand.