Unlike most of its competitors, Southwest does not impose additional fees for items such as seat selection, fuel surcharges, curb side check-in and telephone reservations.

FORBES: AirTran In Belly, Southwest Ready To Kick Some Tail Fin

Under the previously adopted 2012-2016 standards, they are already offering buyers a wider selection of more fuel-efficient vehicles than ever before.

FORBES: Auto Industry And U.S. Economy Will Benefit Under New Mileage Standards

The main impetus isn't the prospect of gender selection, although that will add fuel to the fire, but the controversy surrounding embryonic stem cell research.

CNN: graphic