Extremely disappointed in Southwest's recent changes to the policy on the inability to change a passenger name once the ticket has been purchased. I bought a ticket for an employee before this policy took effect who was not able to make the trip. Since then SW started supposedly "enforcing a policy that has been in place" without any sort of notification. Now I'm out almost $500 because they won't refund the ticket or allow me to use the credit for another passenger - even if it's just transferred to my name. Their reason when I filed a complaint? "a proactive step to align our business with the general practice of the airline industry" So it seems SW is in fact purposefully intending to become just another airline. The really upsetting part is that only a week or two earlier another trip for an employee had to be cancelled and I was able to use the flight credit for someone else. Suddenly I can't. No notification at all. I get emails just about every other day from SW advertising their "get- away" deals; couldn't they have simply sent out an email letting us know their policy was going to go into effect? I was an extremely loyal SW customer but they've lost my business for good. I know I'm only one of many people this has affected - they told me as much when I called to complain.