The document provides a case study of Southwest Airlines and the impact of airline deregulation in the United States. It describes how Southwest pioneered the low-cost point-to-point route system and exceptional customer service. In response to deregulation in 1978, major carriers shifted to less profitable hub-and-spoke systems while new regional carriers like Southwest thrived with their low-cost structure. United Airlines later launched its own low-cost division, "Shuttle by United", to compete with Southwest but ultimately dissolved it in 2001 before United filed for bankruptcy.