However, that is not to say Southwest does not collect fees to supplement its standard ticket revenue. In fact, the table below shows that Southwest collects more in supplementary (ancillary) revenue than any of its LCC competitors, and is outperformed by only three legacy carriers. These revenues largely come from optional ticket add-ons, such as auto check-in, allowing Southwest’s reputation as ‚hassle-free‛ to remain unblemished. So long as they are able to maintain a profit margin with these secondary revenues, they are best off keeping the checked baggage free, since it is the most visible fee. As costs rise though (as examined on page 8), Southwest would do well to increase their collection of ancillary fees. As is, they collect fewer fees per passenger than the three other largest carriers. By expanding this source of revenue, Southwest could maintain the low ticket prices that have been such a major point of marketing and differentiation from their legacy carrier competitors.