Yes, for the user it's probably easier this way. However, I find it a bit weird that Southwest is paying Google to display this banner. If it's just an enhancement for the user shouldn't that be offered by Google itself?
I'm just a bit concerned that we're moving more and more to the point where your business can only be successful if you're paying Google. I'm not sure if it's fair to say that and I understand that Google is a business that has to earn money, but there are some red flags showing up for me.
Look at southwest's front page and then look at Google presentation of their site map. Their own site is such a train wreck that I wouldn't be surprised to find out that conversion is superior if the user starts at Google instead of their own site.
I'm just a bit concerned that we're moving more and more to the point where your business can only be successful if you're paying Google. I'm not sure if it's fair to say that and I understand that Google is a business that has to earn money, but there are some red flags showing up for me.