The nice guy Herb could also kick your ass. He was friends with the right anti-trust attorneys, that's how he grabbed the airline and took it up. He just had a better vision about building a service culture. And he was smarter than every airline CEO in the industry, but that's not saying much.
I had the (dis)pleasure of meeting Robert Crandall in the 90's, he was the meanest SOB that walked and the only thing he did well was negotiate with unions. But he did that well.
Love or Hate Southwest, they aren't the bottom feeder of fares anymore and that's because their service culture sets them apart.