A small but significant example of a successful company that says they care and shows it. SWA has always favored "plain language" messaging and connecting person-to-person. The recorded jokes when on phone hold, the goofy singing by flight attendants, and now this "We miss you" e-mail message. Southwest Airlines knows how to connect. Which is one reason why they've been the only airline to be profitable many years running. Another example of customer intimacy paying off!