Southwest Airlines No Show Policy I am so disappointed in what was one of my favorite companies Dallas Texas

Last year Starbucks changed the benefits under their frequent customer plan whereby they eliminated free syrup in your drink for customers with Starbucks loyalty cards.     They sent out emails entitled Important Announcement to make customers aware of the change.    This is what Southwest should have done to announce such a significant change in policy and practice.    Also, I do not seek an exception only for myself, but for all who were not adequately notified of the change.   There should of (could of) been a transition period where exceptions were made for customers who were not aware.    I am not going to argue why I did not cancel my flight, there was a personal situation involved and frankly that is not relevant.    What is relevant is that a long standing practice was discontinued with inadequate notification.   Also, I agree where I grew up is not relevant.   The only reason I mention it is that if you flew Southwest in those days when it flew between Dallas, Houston, San Antonio, Austin, etc., you have a strong feeling for the roots of this airline.    

There is NO RipOff here, except perhaps by the passengers like you who think that they are special and took advantage of this policy and caused Southwest to change their policy.  Contrary to your amazing ability to get into Southwest's Finances, No-Shows are NOT a "no cost item" for them.  So if no longer giving credit to people who just fail to contact them BEFORE their flight is going to keep costs down for everyone else then more power to them. 

Oh and why if you are such a "loyal" Southwest Passenger did you have to fly on a different airline?  Why didn't you call them up BEFORE your flight and have them change because unlike other airlines that could have up to a $300 change fee, all you have to do with Southwest is pay the difference in the fare. 

 If Sears stopped accepting returns would it be adequate for them just to put it in the fine print.

- Invalid comparison.  Southwest did not stop accepting returns, they just stopped accepting them if you failed to "return" the flight before a certain time, which has been a policy of just about every retailer for decades. But to answer the question more directly..YES it would be totally adequate as it is not practical or expected that they take extra measures to notify everyone of their policy when ever someone buys something.

Please who cares where you grew up?? This is the policy and you have to respect that.  If you company stated that they were changing policies about travel, reimbursements or other entities would you throw big fit?

 Southwest starts ‘no show’ policy

" had to fly earlier to my destination with my daughter on another carrier and we did not cancel the flight reservation with Southwest scheduled for the next morning.  "

You and too many others did this to them too many times and the airlines operate on a razor thin margin.

Get over yourself, they did nothing wrong.  They are NOT obligated to tell each and every person about the policy if it's their policy..wouldn't that be a little impractical?