After I thought more about Warby Parker abandoning a unique part of its business, I thought of Southwest Airlines.

Southwest Airlines abandoned its key differentiator of free checked bags. At the same time, they abandoned the idea of choosing your seat after boarding and their unique check-in system. Southwest Airlines is now choosing to be like every other airline: charge more for less with no unique ideas.

Stunningly, this decision also forced Southwest to abandon millions of dollars spent on marketing campaigns advertising free checked bags. Years spent building customer expectations are now gone. Now they must pour more money into tone deaf ads explaining how they are like everybody else now