Same here. Alaska Airlines goes SEA/DFW non-stop twice or three times a day. VX makes me connect through SFO or LAX and adds at least a two hour layover. Lack of non-stop is why I don't fly Southwest anymore, even though they're my all-time favorite airline for both price and service[1]. I'd fly VX if they had a non-stop or a one-stop that didn't connect via California. DEN or LAS or even ABQ would be preferable.

1 - 2014 is going to be a glorious year with the Wright Amendment going fully away. I hope to be on WN's inaugural non-stop SEA/DAL flight.